Pooch & Mutt complete sale to Vafo Group

Updated 12 July 2023
Read time: 2 mins
article author
Written by Guy Blaskey

Small, fluffy, golden and brown dog, with various Pooch & Mutt products, against a light purple background


Pooch & Mutt, consistently one of the UK’s fastest growing pet food companies has been acquired by Vafo Group in a multi-million-pound deal. 

Vafo is Pooch & Mutt’s long-term production partner. They took a minority share in Pooch & Mutt in 2020, upped this to 40% in 2022 and have now acquired the final 60%.

With Vafo’s financial and production backing Pooch & Mutt has grown over 400% in the last few years and is on track to turnover £18m in 2023.

Pooch & Mutt’s founder, Guy Blaskey, will stay on at Pooch & Mutt as a CVO (Chief Visionary Officer) as well as continuing his role on the Vafo Group’s management team. Day to day running of Pooch & Mutt will be handled by MD Paul Dennison, who has been doing a fantastic job in that role for the last 12 months, along with Pooch & Mutt’s brilliant management team.

Guy Blaskey commented, “We have been part of the Vafo Family for a few years now, and it genuinely does feel like a family. We are all aligned on making great quality products, to help pets lead their best lives.

Unlike many corporate takeovers, this is not an exercise in efficiencies and cost cutting. Vafo has supported our growth over the last few years, during which time we have trebled out staff, quadruped our turnover and developed a whole host of amazing new products.

The success is not just about the Pooch & Mutt brand. As part of the Vafo family we are the UK representatives for all of their manufacturing capabilities, which are the best and broadest in the European pet food market. We are working with them to supply some of the largest retailers in the country. Later in the year we have a 2nd brand launching, “Planet Pet Society” which has been a ‘pet project’ of mine to develop the world’s most sustainable pet food, based on ‘Second Chance Ingredients. Additionally, we are using our significant online capabilities to grow the group’s digital business across Europe. This is a really exciting for me, for the team and Pooch & Mutt and for the whole group.

It’s great to see my baby grow up and go to a new home, and even better that I can stay involved and help it achieve the potential I have always known that is has.”

Petr Kriz, Vafo board member responsible for M&A and strategy commented, “Pooch & Mutt’s growth since our first investment has been incredible. A lot of companies promise big things in investment pitches, but few deliver. Pooch & Mutt promised very big things and delivered far beyond them. The team have done an outstanding job and they will be a huge asset to the group”.

Vafo is a 400m+ eur company, with 8 factories in The Czech Republic, Finland, Estonia and beyond. They are the owner of multiple category-leading brands as well as being private label manufacturers for most of the largest pet retailers in Europe. 

Find out more about Pooch & Mutt at / 

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