Page 72 - PET worldwide issue 02/2022

Suppliers

“We want to be where

the customer is”

Voff is forging ahead, having just announ ced its seventh
company acquisition since the Swedish company was estab-

lished in 2014.

In just a few years Voff has be- region or product category as ral snacks. Aristo’s products are
come a leading European manu- suitable takeover candidates. marketed in Scandinavia under
facturer of natural premium pet In investment company System- the Rauh! brand and enjoy great
food with eight main brands, atic Growth, which operated pre- popularity there. Scandinavia,
six production plants and sales viously as Serendipity, Voff has a Germany and the UK are Voff’s
in 13 markets. It was a primary strong majority shareholder. The main markets, but the company
goal of the young company from latter is based in Stockholm, like distributes its products to 13
the outset to become a consol- Voff, and provides substantial countries in total.
idator in a strongly increas- support for the pet food compa-
ing yet fragmented market for ny’s sharp growth trajectory. Experienced team
premium natural pet food and Since Mårten Bernow became
treats. Voff targets European Present in 13 countries Voff CEO in 2019, the compa-
companies with a leading posi- Voff’s portfolio now comprises ny’s pace of expansion has in-
tion in their niche, geographical companies that are operat- creased. Bernow was previously
ing successfully locally, such investment director at the investor
as Lemmikki and Aristo (Voff’s company Ratos, but also has ex-
latest acquisition) of Finland, perience of working for the glob-
Haustierkost.de, Carnes Doggi ally active corporate and strategic
(Barfgold brand), Dibo and Ani- consultancy Boston Consulting
forte of Germany along with Nu- Group. At his side in the seven-
triment in the UK. The company’s strong team at the company’s
brands include Leo & Wolf meat- headquarters are CFO Joel Fred-
based pet food and treats, Nutri- storp and chief business develop-
ment premium frozen pet food ment officer Olivia Engellau. Prior
and treats, Oscar pet food and to joining Voff, Fredstorp was di-
treats, Dibo pet food, treats and rector of finance at Klarna, the
chews, Barfgold pet food, treats Swedish payment services pro-
and chews, Haustierkost pre- vider. Olivia Engellau joined Voff
mium diets for dogs, cats and in 2021 after holding various
ferrets, Tintin & Talvilintu high- commercial and business devel-
fat bird food, Aniforte pet sup- opment roles in consumer busi-
plements and now Aristo’s natu- nesses such as Blocket, Tele2
and Unilever. The company’s
Since Mårten Bernow became
Voff CEO in 2019, the company’s management and supervisory
pace of expansion has increased. board also includes long-stand-

72 PET worldwide 2|2022

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