These are AlphaPet’s plans following takeover of German pet food brand

The company wants to boost Herrmann’s Manufaktur footprint in German-speaking countries and expand its portfolio to new markets in Asia.

The Munich-headquartered company said the firm offers optimal conditions for future growth. It has created a name in the market due to its emphasis on organic ingredients, local production, and high product quality.

AlphaPet Ventures plans to further expand Herrmann’s portfolio in Germany, Austria, and Switzerland through its digital brand building and direct-to-consumer (DTC) expertise.

The natural pet food brand is already present in China and Japan through local partners. In the next 6 to 12 months, AlphaPet wants to increase its footprint in both countries as it currently has a negligible market share in the region.

Herrmann’s Manufaktur was established in 2006 in Glonn (Bavaria) and has become a brand name in Germany’s organic wet food segment. The company plans to focus on its private label business in this new chapter.

Portfolio extension

Looking forward, AlphaPet is exploring a portfolio extension. “Herrmann’s is strong in organic wet food, and we see potential in serving the market for organic dry food and snacks as well,” the company told GlobalPETS.

The pet food firm is already well established in the premium pet food market with brands such as Wolfsblut, Wildes Land, and Müllers Naturhof in Germany and Arden Grange in the UK.

“With the acquisition of the brand, AlphaPet strengthens its position as the leading premium digital pet food platform in Europe and continues its growth path with a projected turnover of around €200 million ($211M) in 2023,” commented Marco Hierling, Founder and Managing Director of AlphaPet Ventures.

Jochebed Menon