TL;DR
Get pet supplies delivered free — and shop member deals
- Fast, free delivery on millions of items
- Access to Prime Big Deal Days deals on October 6–7
- Prime Video, Amazon Music and more included
VAFO Group has taken a minority stake in Austrian pet health diagnostics company Pezz life and launched its Sam’s Field pet food brand in the UK and Ireland through distributor BSB Products. The moves broaden the group’s preventive health and premium nutrition activity, while financial terms of the investment and details of the planned joint testing offer have not been disclosed.
Czech pet food maker VAFO Group has taken a minority stake in Austrian pet health diagnostics company Pezz life and launched its Sam’s Field brand in the UK and Ireland. The investment extends VAFO’s activity in preventive pet health, while the launch adds another premium nutrition brand to markets where the group already distributes Carnilove.
VAFO did not disclose the financial terms of its investment in Pezz life. The Austrian company’s testing technology covers a broader range of health markers than Biome9, an at-home gut microbiome testing business VAFO acquired through its Pooch & Mutt pet food brand last year, according to the report.
VAFO Commercial Director and Board Member Timo Pärssinen said the companies had begun developing a joint business plan after the investment. He said they would explore combining Pezz life’s tests with Biome9’s gut microbiome testing, and connecting test insights with tailored nutrition across VAFO’s pet food brands. No launch date, product design or market availability for a combined service was provided.
Separately, Sam’s Field entered the UK and Ireland through an exclusive distribution partnership with BSB Products, which also distributes VAFO’s Carnilove brand in those markets. Sam’s Field sells wet and dry food and treats for dogs and cats. The company did not disclose sales targets or a timetable for expanding the brand’s distribution.
Testing Meets Tailored Nutrition
The Pezz life investment gives VAFO a foothold in preventive pet health testing, an area that could connect diagnostic information with its existing food portfolio. Pärssinen said better validated health data could help VAFO tailor and develop products to meet pets’ needs. That is the company’s stated rationale; the report does not provide evidence of a completed testing and nutrition service or measured consumer results.
The UK and Ireland launch puts Sam’s Field in two established pet food markets and gives VAFO a route to test the brand with local consumers through an existing distributor. VAFO executive Michal Vinický described the markets as an opportunity to gain direct consumer insight. The launch and the investment address different parts of VAFO’s expansion: one extends a brand’s geographic reach, while the other may broaden the group’s health offering.
VAFO’s Recent Portfolio Moves
The Pezz life investment follows VAFO’s acquisition of Biome9 last year through Pooch & Mutt. The two businesses focus on different types of testing, and VAFO says their technologies could provide a wider view of pet health. The company has not yet outlined how any shared service would work or whether it would be sold under an existing brand.
In August, VAFO also acquired Pets Deli, a German pet food brand with direct-to-consumer and Amazon sales. Its products include wet and dry food, raw feeding products, snacks and supplements for dogs and cats. VAFO said that deal would strengthen its direct-to-consumer capabilities and premium, health-focused nutrition offering. The supplied report does not specify the year for the August acquisition.
VAFO reported €676.3 million in sales last year and is targeting €1 billion in revenue by 2029, according to the report. It has also restructured into three entities: VAFO Praha, VAFO Production and VAFO Private Labels. The report does not say how much either the Pezz life investment or Sam’s Field launch is expected to contribute to the target.
““a much fuller picture of an individual pet’s health – from gut microbiome to other key indicators – that we can potentially combine into a more comprehensive testing offering.””
— Timo Pärssinen, Commercial Director and Board Member of VAFO Group
Terms and Rollout Details Pending
The investment amount and ownership percentage were not disclosed. VAFO and Pezz life have started work on a joint business plan, but the report does not say when it will be completed, what the resulting offer might include, or which markets would receive it first.
It is also unclear whether testing results will directly inform individual feeding recommendations, how any such recommendations would be validated, and whether customers would access a combined service through Pezz life, Biome9 or VAFO’s food brands. For Sam’s Field, the report does not provide launch sales, retailer listings beyond the distribution arrangement, or targets for market coverage.
Joint Plan and Market Rollout
The immediate next step for Pezz life and VAFO is to develop a joint business plan that maps out potential synergies between the testing businesses and VAFO’s nutrition portfolio. VAFO also plans to expand Pezz life across Europe and said it could use its network of more than 90 global distribution partners to support entry into markets outside Europe. No specific markets or schedule were named.
For Sam’s Field, BSB Products will handle exclusive distribution in the UK and Ireland. VAFO has said it wants to learn from consumers in those markets, but has not announced a date for further products or milestones. The company’s progress toward its 2029 revenue target may provide a longer-term measure of its expansion, though no contribution from these initiatives has been specified.
Key Questions
What did VAFO announce?
VAFO Group announced a minority investment in Pezz life, an Austrian pet health diagnostics company, and the launch of its Sam’s Field brand in the UK and Ireland.
How much did VAFO pay for its Pezz life stake?
The financial terms were not disclosed. The report also does not state the size of VAFO’s minority stake.
What might VAFO and Pezz life develop together?
The companies are working on a joint business plan. VAFO says it sees potential to combine Pezz life’s broader health-marker testing with Biome9’s gut microbiome tests and connect insights with nutrition products. No combined service has been announced.
Where is Sam’s Field launching, and who distributes it?
Sam’s Field has launched in the UK and Ireland through an exclusive distribution partnership with BSB Products, which also distributes VAFO’s Carnilove brand in those markets.
Source: rss
Fall Picks
fall essentials
As an affiliate, we earn on qualifying purchases.
