Belgian GOOD !D invests €18.9 million
The producer of premium snacks and supplements starts with the production of dog food.
The company is a private label manufacturer that also has its own brands. Hupple is one of its more popular brands and the new dog food products will be part of it.
The investment comes from Taste Invest, F3 Finance and Manuel Goossens, the founder and CEO. Over a period of 4 years, they’ll invest in more people, R&D, the development of the brand and new products. A quarter of the money goes to a new factory in Antwerp (Belgium) that will triple capacity.
The new dog food products are ‘mono protein’ based. No mix of different protein. Its dog food with salmon, is just with salmon, which is great news for allergic dogs. As part of the new launch, Hupple will also launch 12 toppings.
Packaging
The packaging the dog food comes in is in the shape of a cereal box. And it’s 100% recyclable.