Inspired Pet Nutrition targets French DTC player
IPN is set to expand further into Europe with the proposed purchase of Ultra Premium Direct this year.
British pet food manufacturer Inspired Pet Nutrition has entered into exclusive discussions with investment group Eurazeo for the proposed acquisition of French online pet food player Ultra Premium Direct (UPD).
Under the agreement, Eurazeo, Eutopia and other minority shareholders would sell IPN their entire stake in UPD.
The deal is subject to consultations with the company’s trade unions and approval from antitrust authorities. It is expected to close in the fourth quarter of 2025.
International footprint
IPN notes that the UPD acquisition will create a major independent and international branded pet food platform in Europe.
Company CEO Arthur van Benthem tells GlobalPETS that UPD is a “highly complementary” addition to their current portfolio.
“It brings a sophisticated and proven e-commerce platform with international growth potential, a rapidly expanding mono-brand store network and another outstanding brand to our platform,” he adds.
In addition, the British pet player expects that synergizing UPD with Sopral’s capabilities will allow them to create a “powerful” omnichannel platform.
Company background
Founded in 2013 in the French Lot-et-Garonne region, Ultra Premium Direct (UPD) is a pet food maker and direct-to-consumer (DTC) online pet food company.
It offers its products through a direct factory-to-consumer model and currently serves more than 285,000 active customers.
In 2021, Eurazeo acquired a majority stake in UPD for €68 million ($79.1M). The investment firm supported the company’s management and brand positioning while expanding its premium product range, omnichannel strategy, organization and corporate social responsibility (CSR) efforts.
Headquartered in North Yorkshire, IPN manufactures dog meals and pet treats under the Harringtons, Butcher’s and Wagg brands.
IPN acquired Pet Food UK in 2021 after the company was bought by CapVest in 2020. It later purchased Butcher’s Pet Care in August 2024 and French dry pet food manufacturer Sopral in July 2025.
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