Snellman’s pet food business continues to grow internationally with an acquisition of a premium UK dog raw food manufacturer

Snellman's pet food business continues to grow internationally and strengthens its position as the leading Nordic raw pet food manufacturer with the acquisition of UK premium raw pet food manufacturer Benyfit Natural. This acquisition marks our first purchase in the UK and a significant step in our growth strategy, establishing a direct presence in one of Europe’s most developed pet food markets. 

– We have seen significant growth in the raw pet food market in Europe, growing exponentially faster than the wider pet category, and we have had plans to expand operations for some time. Benyfit Natural is the perfect addition to us, aligning to our existing portfolio on both product and family business values, comments Magnus Pettersson, Director, Snellman Petfood business unit.

Benyfit Natural specialises in the production of premium raw dog food, aligning on both category and product range with Snellman Petfood. Developed and manufactured from their East Sussex factory in the Southeast of England, products are distributed via independent retailers, pet specialist retailers and direct to consumers via their ecommerce store.

– We could not be more pleased to be joining the Snellman Petfood family. We understand the UK market, having operated in the raw category for over a decade and hope to support them in this expansion. It is a hugely exciting time for pet food in the UK, specifically in the raw food category and we cannot wait to see what comes next for Benyfit Natural with the support of Snellman Petfood, comments Greg Van Praagh from Benyfit Natural.

The acquisition gives Snellman Petfood a strategic foothold in a new market where the dog category specifically has seen 5% year-on-year market value growth. The UK market primarily operates within independent and pet specialist retailers, however growth in category has led to the introduction of frozen pet food across leading grocers, further establishing opportunities for growth.

– Our customers are increasingly demanding sustainably sourced and produced products, with high meat content paired with low processing levels. In the UK, raw dog food accounts for 12.9% share of the total pet food market, showing it is far more mature than the Nordics. The dog pet food market specifically has grown 5% since 2024 and we continue to see rapid growth, says Magnus Pettersson.

Upon completion of the acquisition, Benyfit Natural will continue to operate under its own name, and its 20 employees will join the Snellman Petfood business. Benyfit Natural was originally founded in 2014 by Ben Van Praagh, who developed nutritious raw recipes for his own working dogs, initially from his home kitchen. His son, Greg Van Praagh currently serves as the company's Operation Lead in the UK and will take on the role of Managing Director after the acquisition. Real Pet Food Company of Australia (RPFC), whose brand Billy + Margot acquired Benyfit Natural in 2018, is the vendor in the acquisition. Financial terms and transaction price are undisclosed.

Additional information:
Magnus Pettersson, Director, Snellman Petfood business unit, email: magnus.pettersson@mushbarf.fi, tel. +358 44 5386 389 

Vilma Wiitakorpi Björkman, Director, Communication and Sustainability, Snellman Group, email: vilma.wiitakorpi-bjorkman@snellman.fi, tel. +358 50 3080 879

Greg Van Praagh, Managing Director, Benyfit Natural, email: Greg.VanPraagh@rpfcgroup.co.uk, tel. +44 07710 824 079

Snellman Petfood:
Snellman Petfood has been bringing the joy of natural nutrition to pets since 2011. Our mission is to provide nutritious and balanced raw food because it is naturally best for dogs and cats. We produce frozen raw food, treats and freeze-dried products under the brands MUSH, Fodax and Raw for Paw. In addition to Finland, Sweden and Norway, the MUSH product family is sold in several other countries. Fodax and Raw for Paw have established themselves in Sweden. We have factories in Pietarsaari in Finland and in Nässjö in Sweden. In 2024, our turnover was approximately EUR 25 million, and we have more than 90 dedicated employees who contribute to the well-being of pets every day. Snellman Petfood is a part of Snellman Group. 

Benyfit Natural: 
Founded in 2014, Benyfit Natural is a leading British manufacturer of premium, natural raw dog food and treats, proudly made in their East Sussex HQ. Built on the belief that Britain's dogs deserve the best natural nutrition, Benyfit Natural offers 21 recipes across their range, including Completes, 80-10-10 and Boneless, carefully formulated to suit every life stage. Made using ethically sourced, high-welfare meats with no additives, grains or fillers. Serving over 25,000 bowls of Benyfit Natural raw food to Britains' dogs each week. 
www.benyfitnatural.co.uk