Amanova is a Spanish super-premium pet-food brand that specializes in nutrition for dogs and cats. The brand operates under Visán Industrias Zootécnicas, S.L., a manufacturer with roots dating back to 1928. Amanova distinguishes itself through the use of fresh meat, natural ingredients, single-animal-protein recipes, and formulations developed by veterinarians and animal-nutrition specialists. 1

The history of Amanova is intrinsically linked to its parent company, Visán. Established in 1928, Visán originally operated in the cereals trade before transitioning into animal-feed manufacturing. It began producing pet foods in 1950 and established a dedicated facility for dog and cat food in 1970.

Over subsequent decades, Visán expanded its expertise:

• 1993: Launched its first cat-food line under the Bony brand.
• 1996: Created its first super-premium brand, Visán Supremo.
• 2001: Began internationalizing its business operations.
• 2005: Established an R&D&I center focused on pet nutrition.
• 2007: Installed a second pet-food production plant using advanced technology.
• 2012: Launched Optimanova, promoted as Spain’s first brand using 40% fresh meat.
• 2013: Launched the Amanova range, initially comprising super-premium wet food and snacks.
• 2015: Launched the Evoque super-premium range.
• 2016: Acquired the international veterinary-focused Trovet brand.

While secondary sources may vary slightly regarding the exact consumer-market evolution, Visán’s corporate history identifies 2013 as the official launch year for the Amanova range. The AMANOVA trademark was registered in the United States in 2016 for animal food/pet food, reflecting the brand’s international ambitions. 2

Amanova is not an independent multinational corporation but rather a specialized brand within the portfolio of Visán Industrias Zootécnicas, S.L. (commonly referred to as Visán). Visán is a Spanish, family-origin manufacturer with a long history in animal nutrition. Its business encompasses multiple brands targeting different segments of the pet-food market. 1

Amanova’s central proposition is that fresh meat is preferable to conventional meat meals or dehydrated meat ingredients. According to Visán, Amanova recipes utilize fine fresh meats and natural ingredients, created by internal teams of nutrition experts and veterinarians. The company states that its food is produced without meat meals or dehydrated meats. 2

Fresh Meat Content

The brand emphasizes the use of fresh meat and fish as principal ingredients. Amanova states that its recipes contain at least 50% fresh meat, contrasting this with conventional pet foods that rely on meat meals. 1 However, the exact percentage varies by recipe, so “50%+” should not be interpreted as a uniform composition across all products.

No Conventional Meat Meals

A key marketing distinction for Amanova is its claim to avoid conventional meat meals, meat powders, or dehydrated meat as primary protein sources. This approach aims to differentiate its kibble from standard extruded pet foods. 1

Natural Ingredients

Amanova focuses on natural ingredients, incorporating vegetables, fruits, and functional nutritional components depending on the specific recipe. This positions the brand closer to the natural/super-premium segment than mass-market options.

Veterinary Formulation

Recipes are developed by veterinarians and animal-nutrition specialists. 1 This formulation strategy supports specialized formulas tailored to different life stages and nutritional requirements.

Amanova offers products for both dogs and cats in various formats.

Dog Food

The canine portfolio includes:

• Dry food/kibble
• Wet food
• Pouches
• Specialized formulas
• Treats and dental products

Recipes address needs such as puppy growth, adult maintenance, senior care, sensitive digestion, skin/coat support, weight management, and joint health. 1

Cat Food

The feline portfolio includes:

• Dry food
• Wet food
• Pouches
• Kitten formulas
• Adult formulas
• Specialized nutritional recipes

Retail listings in Singapore indicate availability of Amanova cat products in both dry-food and pouch formats. 4

Wet Food

Wet-food recipes feature combinations of chicken, fish, and other animal proteins. The brand highlights palatability and fresh ingredients, positioning these items within its super-premium offering. 1

Treats

Treats and snacks are integral to the Amanova portfolio. Visán’s corporate history notes that super-premium wet food and snacks were part of the original Amanova range launched in 2013. 1

Single Animal Protein

Many Amanova recipes utilize single animal protein sources. The brand states that each recipe contains one primary animal-protein source, a characteristic designed to assist pets with suspected food sensitivities or intolerances. 3

The range includes both conventional and novel proteins, such as rabbit and venison, depending on the market and product line. For instance, Singapore retailer Pet Lovers Centre describes Amanova as offering both non-novel and novel proteins. 4

Note: While limited-ingredient or single-protein diets can aid dietary management, they do not automatically render a food medically hypoallergenic.

Grain-Free Options

Some Amanova formulas are grain-free, avoiding ingredients like corn, soy, barley, and wheat. 1 Consumers should verify grain-free status on a recipe-by-recipe basis, as not all products share identical compositions.

Functional Ingredients

Depending on the formulation, products may include functional ingredients supporting:

• Digestive health
• Skin and coat condition
• Joint mobility
• Weight management
• General immunity
• Healthy aging

Retail information for Singapore specifically identifies the use of prebiotics and probiotics, including Bacillus velezensis C-3102 in relevant products. 4

Amanova benefits from Visán’s vertical integration. Visán operates dedicated pet-food manufacturing facilities and has invested heavily in R&D and modern production technology. Key milestones include a dedicated plant established in 1970 and a second advanced facility opened in 2007. 1

Amanova describes its recipes as being produced in its own “kitchen,” formulated by internal nutritional and veterinary specialists. This manufacturer-controlled approach is central to the brand’s identity. 1

Amanova occupies the premium-to-super-premium segment of the pet-food market. Its competitive positioning relies on:

• High fresh-meat content
• Natural ingredients
• Specialized recipes
• Single animal-protein formulas
• Veterinary/nutrition expertise
• Spanish manufacturing provenance
• Premium packaging

Visán categorizes Amanova as one of its super-premium brands. 1 Consequently, it competes with other premium and natural pet-food brands rather than conventional supermarket kibble.

Although originating in Spain, Amanova is distributed internationally. In Singapore, the brand is available through retailers such as Pet Lovers Centre and online platforms like Superpaws. 4 5 Retailers typically highlight its Spanish origin, fresh-meat formulation, natural ingredients, and single-animal-protein approach when marketing the brand to local consumers. 4

• 1928: Visán founded as a cereals trading company.
• 1950: Begins producing pet food.
• 1970: Establishes a dedicated pet-food production plant.
• 1993: Launches Bony cat food.
• 1996: Launches Visán Supremo super-premium brand.
• 2001: Begins internationalization.
• 2005: Establishes an R&D&I center.
• 2007: Opens a second advanced pet-food production facility.
• 2012: Launches Optimanova with a fresh-meat proposition.
• 2013: Launches the Amanova range.
• 2015: Launches Evoque.
• 2016: Acquires Trovet; AMANOVA trademark registered in the US. 2
• 2010s–2020s: Amanova expands into a broader international dog-and-cat super-premium brand. 1

1. Descubriendo los piensos Amanova – SitandPlas
2. AMANOVA Trademark of VISAN INDUSTRIAS ZOOTÉCNICAS, S.L. – Registration Number 5010292 – Serial Number 79179654…
3. Amanova Malta – www.amanovamalta.com
4. Buy Amanova Online at Pet Lovers Centre Singapore
5. Amanova