Pooch and Mutt completes sale to Vafo Group
Vafo took a minority share in Pooch and Mutt in 2020, upped this to 40% in 2022 and has now acquired the final 60%
UK pet food company Pooch and Mutt has been acquired by the Vafo Group in a multi-million-pound deal.
Vafo is Pooch and Mutt’s long-term production partner. It is a €400m+ (£341.7m) company, with eight factories in The Czech Republic, Finland, Estonia and beyond.
It is also the owner of multiple category-leading brands as well as being private label manufacturers for most of the largest pet retailers in Europe.
Vafo took a minority share in Pooch and Mutt in 2020, upped the stake to 40% in 2022 and has now acquired the final 60%.
According to Pooch and Mutt, with Vafo’s financial and production backing it has grown over 400% in the last few years and is on track to turnover £18m in 2023.
Pooch and Mutt’s founder, Guy Blaskey, will stay on at Pooch and Mutt as a CVO (chief visionary officer) as well as continuing his role on the Vafo Group’s management team.
Day to day running of Pooch and Mutt will be handled by MD Paul Dennison, who has been in that role for the last 12 months, along with Pooch and Mutt’s management team.
Blaskey said: “We have been part of the Vafo Family for a few years now, and it genuinely does feel like a family. We are all aligned on making great quality products, to help pets lead their best lives.
“Vafo has supported our growth over the last few years, during which time we have tripled our staff, quadrupled our turnover and developed a whole host of amazing new products. The success is not just about the Pooch & Mutt brand. As part of the Vafo family we are the UK representatives for all of their manufacturing capabilities, which are the best and broadest in the European pet food market.”
He added: “We are working with them to supply some of the largest retailers in the country. Later in the year we have a 2nd brand launching, “Planet Pet Society” which has been a ‘pet project’ of mine to develop the world’s most sustainable pet food, based on ‘Second Chance Ingredients. Additionally, we are using our significant online capabilities to grow the group’s digital business across Europe. This is really exciting for me, for the team and Pooch & Mutt and for the whole group.”
Petr Kriz, Vafo board member responsible for M&A and strategy, added: “Pooch and Mutt’s growth since our first investment has been incredible. A lot of companies promise big things in investment pitches, but few deliver. Pooch and Mutt promised very big things and delivered far beyond them. The team has done an outstanding job and they will be a huge asset to the group.”
