Benyfit Natural will continue to operate under its own name, and its 20 employees will join the Snellman Petfood business
Snellman's pet food business continues to grow internationally and strengthens its position as the leading Nordic raw pet food manufacturer with the acquisition of UK premium raw pet food manufacturer Benyfit Natural.
This acquisition marks their first purchase in the UK and a significant step in their growth strategy, establishing a direct presence in one of Europe’s most developed pet food markets.
Magnus Pettersson, Director at Snellman Petfood Business Unit comments, “We’ve seen significant growth of the raw pet food market in Europe, growing exponentially faster than the wider pet category, and we’ve had plans to expand operations for some time. Benyfit Natural is the perfect addition to us, aligning to our existing portfolio on both product and family business values.”
Benyfit Natural specialises in the production of premium raw dog food, aligning on both category and product range with Snellman Petfood. Developed and manufactured from their East Sussex factory in the Southeast of England, products are distributed via independent retailers, pet specialist retailers and direct to consumers via their ecommerce store.
“We could not be more pleased to be joining the Snellman Petfood family. We understand the UK market, having operated in the raw category for over a decade and hope to support them in this expansion. It is a hugely exciting time for pet food in the UK, specifically in the raw food category and we cannot wait to see what comes next for Benyfit Natural with the support of Snellman Petfood.” Comments Greg Van Praagh from Benyfit Natural.
The acquisition gives Snellman Petfood a strategic foothold in a new market where the dog category specifically has seen 5% year-on-year market value growth. The UK market primarily operates within independent and pet specialist retailers, however growth in category has led to the introduction of frozen pet food across leading grocers, further establishing opportunities for growth.
”Our customers are increasingly demanding sustainably sourced and produced products, with high meat content paired with low processing levels. In the UK, raw dog food accounts for 12.9% share of the total pet food market, showing it isfar more mature than the Nordics. The dog pet food market specifically has grown 5% since 2024 and we continue to see rapid growth” says Magnus Pettersson.
Upon completion of the acquisition, Benyfit Natural will continue to operate under its own name, and its 20 employees will join the Snellman Petfood business. Benyfit Natural was originally founded in 2014 by Ben Van Praagh, who developed nutritious raw recipes for his own working dogs, initially from his home kitchen. His son, Greg Van Praagh currently serves as the company's Operation Lead in the UK take on the role of Managing Director after the acquisition.