Transaction
Pava Partners has exclusively advised F.E.B. Holding GmbH on the sale of Healthfood24 GmbH (“Healthfood24”) to AlphaPet Ventures GmbH (“AlphaPet”). The parties involved have agreed not to disclose financial details.
Healthfood24 and AlphaPet have enjoyed a successful business relationship for many years. The sale will create a broad-based, leading supplier in the growing premium animal feed segment. Based on Healthfood24’s and AlphaPet’s expertise in stationary and online commerce, both companies are present in the key distribution channels to best address their customer groups.
Client
About Healthfood24 GmbH
Healthfood24 GmbH, based in Leipzig, was founded in 2005 by Felix Becker. With its successful brand, Wolfsblut, it is the pioneer for species-appropriate, gluten-free dog food with natural ingredients. Wolfsblut is the leader in the premium dog food segment and has already been voted the most popular dog food brand in Germany multiple times*. With a team of approximately 25 employees, Healthfood24’s brands are primarily sold in stationary specialist shops and online. Their product portfolio is continuously being expanded in the areas of dry/wet food and snacks for dogs and cats.
* Source: Market research institute Konzept & Markt, surveys from 2015 and 2017
Buyer
About AlphaPet
With their online platforms www.petspremium.de and www.hundeland.de, in addition to own brands such as Wild Land, PRIMUM, Daily Choice or Müller’s Naturhof, AlphaPet Ventures GmbH believes in the digitalizing the pet segment as well as digital brand development and multi-channel distribution of premium pet food. The company offers a wide range of high-quality foods, accessories and services for dogs and cats. AlphaPet is headquartered in Munich and currently has nearly 100 employees.
