F.E.B. Holding GmbH

Sell-side

Financial Advisor, April 2020

Sale of Healthfood24 GmbH to AlphaPet Ventures GmbH

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.

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

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