Eurazeo Brands acquires majority stake in Ultra Premium Direct
Eurazeo Brands will invest € 68 million in Ultra Premium Direct (UPD), the French pet food brand, as a majority shareholder.
The goal of the investment is to accelerate its momentum in France and expand internationally.
Laurent Droin, Managing Director of Eurazeo Brands, says: “The pet food category benefits from very attractive underlying trends towards pet humanisation, premiumisation and search for quality and transparency. We are convinced that Ultra Premium Direct is a modern and differentiated brand as a result of its direct approach to consumers, without intermediaries, and high quality product offering distributed at a fair price point.”
UPD was founded in 2013 and focuses on the French premium pet food market.
Photocredit: Website UPD