VAFO, a European producer of pet food, has acquired Pets Deli, a German direct-to-consumer pet food company. The transaction was completed for an undisclosed amount, bringing the Berlin-based brand under the ownership of the Finnish group.
Pets Deli operates a D2C platform in Germany, offering premium pet food and related lifestyle products. The company positions itself as a trendsetter in the pet care space, with a focus on product quality and customer advice. VAFO, headquartered in Helsinki, manufactures pet food across multiple categories and sells in over 100 countries. The acquisition adds a direct sales channel to VAFO’s existing retail and export operations.
The purchase gives VAFO a foothold in Germany’s growing online pet food segment, where Pets Deli has established a recognizable brand. For Pets Deli, joining VAFO provides access to a larger supply chain and production capacity, which could support scaling its product range. VAFO’s existing portfolio includes both standard and veterinary diets, while Pets Deli’s strength lies in customer engagement and subscription-based sales. The combination allows VAFO to test new products directly with consumers, while Pets Deli can leverage VAFO’s raw material sourcing and manufacturing expertise.
No changes to Pets Deli’s day-to-day operations or its German team have been announced. The brand will continue to operate under its current name, with VAFO providing financial and operational backing. The deal reflects a broader trend of traditional manufacturers acquiring digital-first brands to gain direct consumer relationships.
The combined entity is expected to focus on expanding Pets Deli’s product line and improving delivery logistics, using VAFO’s scale to reduce costs. Whether the acquisition leads to further market entries in other European countries remains to be seen, but the immediate priority is strengthening the German operation.