Clearwater advises Vital Petfood Group on the sale of its pet food division to United Petfood

Transaction

Vital Petfood Group sold to United Petfood

Sell-side

Undisclosed

Role

Adviser to Vital Petfood Group on its sale to United Petfood

Sector

Consumer

Region

Denmark

Clearwater has advised the owners of Vital Petfood Group (VPG), a Danish pet food manufacturer, on the sale of the company’s pet food division to United Petfood, a Belgian pet food manufacturer.

Founded in 1993, VPG is a Nordic market leader specialising in the production of dry food for dogs and cats, with manufacturing in Denmark, and an additional division dedicated to food for wildlife birds. VPG operates within the Nordic Pet Care Group, a portfolio company of the investment firm MS2 Invest. It holds a unique market position as the largest Danish private label manufacturer of high-quality dry food for dogs and cats. VPG also collaborates in the development and production of pet food for leading Nordic brands.

United Petfood, backed by Dutch-based Waterland Private Equity, is a global producer of dry and wet food, as well as snacks for dogs and cats. With 23 factories across Europe, the company exports to over 95 countries across the globe.

This investment enables United Petfood to expand in the Nordic countries, with VPG’s factory in Ølgod in the western part of Jutland becoming the central production hub. VPG will also benefit from United Petfood’s position in Europe and extensive experience operating multiple factories.

We have had a strong and close cooperation with Clearwater from the first steps in the process. The Clearwater team has kept an eye on the ball constantly, and all the way through the process we have had the right senior attention for the task. You can really feel that the team is very experienced in all aspects of a sales process, maintaining a high professional level throughout the critical phases. On a personal level, we have enjoyed the team’s straightforward and down to earth attitude, which has facilitated a very successful cooperation with all those involved.
Per Christensen, Owner, and CEO, MS2 Invest

It has been a pleasure advising the owners on the sale of VPG’s pet food division to United Petfood. The process has been complex – it is not every day you are given the task as an adviser to simultaneously conduct a structured sales process, separate two business units, and establish a supplier/client relationship going forward. It has been very educational, and if there is anything that we continuously wish for as human beings, it is challenges and learnings. We are convinced that the company is entering a prosperous future as part of a large European player in the industry.
Jakob Tolstrup Kristensen, Partner, Clearwater