Analysis: How The Nutriment Company is quickly expanding after raft of acquisitions

With the recent purchase of Spanish raw pet food brand Puromenu, The Nutriment Company (TNC) marked its seventh acquisition since it rebranded last spring, increasing the company’s brand count to 17.

In addition to its own branded products, TNC sells products like Dibo, AniForte, and Barfgold and operates in the natural food sector and the wellness supplement market.

What’s the company strategy after so many purchases in such a short period?

Synergy strategy

When TNC acquires brands, they are allowed to continue operating with some independence, sometimes expanding product offerings. Instead of merging workforces or taking over, CEO of TNC Anders Kristiansen says the company focuses on “synergy” between its brands.

“All 7 acquisitions we have made during the last 12 months fit perfectly into that mission and the success of these companies and the growth we see in our business overall supports that we are in the right place,” Kristiansen adds in an interview with GlobalPETS.

He believes that everyone in the company benefits from “shared knowledge, expertise and resources, exchanging best practices and identifying areas where we can collaborate to grow together.”

The Dog’s Butcher, for example, has grown largely through word of mouth. Now, TNC says it’s preparing to professionalize the brand and invest in its marketing. Another UK-based brand, Your Pet Nutrition, may soon receive new product offerings developed by other nutritional experts working under TNC.

The Swedish pet player believes the recently acquired Puromenu will serve as its platform on the Iberian Peninsula to reach more customers.

Distribution

TNC’s offerings span the European market, so its small brands, when acquired, gain access to a broader distribution network.

For example, when TNC bought The Dog’s Butcher, a British meat-based company, it announced plans to expand distribution within the UK. “With our field sales force, we are able to grant more trade customers easier access to the products,” says Julius Adrian, Managing Director Germany.

Trade partners can place orders for multiple TNC products at once, expanding market access for each brand under the company’s umbrella. Adrian believes this makes it easier to gain a broader assortment “as customers can order mixed pallets across brands at the same time, making their replenishment more reliable to avoid stock-outs.”

Acquisitions

Last spring, TNC bought Totally Natural Pet Products, a Scottish raw food company.

After that, it bought British Natural Instinct, German PETMAN, and Pet Treats Wholesale, also in the UK.

In early 2025, the company announced 3 new purchases. The British companies The Dog’s Butcher and Your Pet Nutrition joined the fold in January. In February, the company acquired the Spanish company Puromenu.

More are likely coming soon. “We are continuously looking to add strong partners to The Nutriment Company, both in the UK and in other European markets,” Kristiansen says. “We have many ongoing discussions and are confident that 2025 will be an even stronger year than 2024 in terms of acquisitions.”