VAFO takes over Pets Deli, targets €80 million in revenue by 2030

VAFO Group has acquired Pets Deli, a Berlin-based pet food brand operating through a direct-to-consumer (D2C) model and on Amazon.

Pavel Bouška, Chairman of the Board, highlighted the strategic alignment between the two companies. “Pets Deli fits our group really well: a strong brand, close to consumers, with a clear digital mindset and significant growth potential,” he says.  

VAFO aims to help the business grow further while preserving its brand identity.

According to Bouška, Pets Deli is the “right partner” to strengthen the company’s position in the local market. The German Pet Trade and Industry Association (ZZF) states that the German pet industry recorded almost €7 billion ($8.1B) in total sales in 2025.

Founded by Tania Moser, Pets Deli specializes in providing healthy nutrition tailored for dogs and cats. Its comprehensive product portfolio spans wet food, dry food, raw feeding options, snacks and specialized supplements.

Gradual integration

The brand portfolio will be integrated into the operations of the Czech group, with the aim of strengthening its direct customer relationships and capitalizing on growing consumer demand for premium, health-focused pet nutrition.

However, the integration of Pets Deli’s manufacturing and sourcing operations into VAFO’s facilities is expected to be gradual. 

Given the brand’s relatively broad product portfolio, VAFO told GlobalPETS that it is too early to define a specific timeline for the process. The group’s initial focus will be on identifying opportunities to complement and strengthen Pets Deli’s existing range with products and capabilities already available within VAFO Group.

The integration of production “will therefore be a gradual process rather than an immediate transition,” allowing VAFO to assess how its manufacturing and sourcing capabilities can best support the brand while maintaining its existing portfolio.

European expansion?

GlobalPETS learned that VAFO will explore opportunities to expand Pets Deli into other European markets and territories where it sees strong potential. But at this time, it is too early to name specific markets. 

“Our priority is to further strengthen the brand and identify the markets where its D2C model has the greatest potential for successful growth,” the company says.

The German company currently generates approximately €40 million ($46.1M) in annual revenue, and the Czech group aims to double this figure by 2030.

Operational firepower

Through the acquisition, Pets Deli will have access to VAFO’s manufacturing, R&D and procurement capabilities. 

According to Managing Director and COO Pascal Haenle, this means “better products” for its customers, delivered “faster – and at a stronger margin – without ever compromising on the quality they trust us for.”

“VAFO gives us operational firepower we couldn’t have built on our own,” adds Haenle.

Accelerating European growth 

This latest acquisition aligns with VAFO’s long-term expansion strategy across the European pet care sector. 

In 2025, the group acquired AZAN, one of Poland’s largest pet food distributors, following a nearly 30-year partnership. This earlier buyout strengthened VAFO’s distribution network across the Czech, Slovak and Polish markets, laying a sturdy foundation before turning its focus toward Western European expansion.

The Czech manufacturer has recently undergone organizational changes to support its growth ambitions. In early 2026, VAFO restructured its operations into 3 distinct entities – VAFO Praha, VAFO Production and VAFO Private Labels – to streamline operations, enhance agility, and focus on reaching a revenue target of €1 billion ($1.2B) by 2029. 

GlobalPETS learned that VAFO is continuing to evaluate M&A opportunities that make strategic sense for the company and can support its long-term growth.