The company’s official imprint lists Bunny Tierernährung GmbH at Krukumer Straße 37, 49328 Melle, Germany, with Oliver Petzoldt named as managing director.2

Founding

Bunny Nature traces its origins to 1988. According to the company’s history, the business was established when nutritionally appropriate commercial food for small mammals was relatively uncommon. The market was then dominated by grain-heavy muesli mixtures and pellets, which the company considered unsuitable for dwarf rabbits due to their high calorie content.3

Consequently, the company initially focused on dwarf rabbit nutrition. Instead of using generic pet food formulas, Bunny Nature investigated the nutritional characteristics of rabbits and their natural habitats in collaboration with veterinarians and higher education institutions. This research formed the basis for its first ‘Super-Premium’ rabbit food products.4

Expansion

Over subsequent decades, the brand expanded beyond rabbits to cover nine small mammal groups: rabbits, guinea pigs, chinchillas, degus, hamsters, dwarf hamsters, mice, gerbils and rats. The portfolio also grew to include hay, bedding, snacks, accessories and enrichment products. Historical materials from the company state that the brand has expanded into 28 countries.5

From its beginnings as a three-person team in 1988, the company has grown to employ approximately 60 staff members.6

Bunny Nature is positioned around the relationship between animal biology, nutrition and natural habitat rather than functioning solely as a conventional pet food brand. The company’s stated objective is to produce healthy food for small mammals that corresponds closely to their original habitats and biological needs.7

This philosophy follows a specific progression: natural habitat informs biological requirements, which dictate nutritional formulation and ultimately product design. This approach is particularly evident in its rabbit and guinea pig foods, which emphasise meadow plants, grasses, herbs, fibre structure and controlled nutritional ratios.

A defining characteristic of the brand is that it does not treat all small mammals as a single nutritional category. The official catalogue organises products first by animal species and then by product category, separating rabbits, guinea pigs, chinchillas, degus, hamsters, dwarf hamsters, mice, gerbils and rats.8

This distinction acknowledges that the nutritional biology of a rabbit differs significantly from that of a hamster. Accordingly, Bunny Nature maintains separate product concepts for herbivorous, fibre-oriented animals and granivorous rodents.

The current product portfolio is divided into several key categories.

Complete and basic nutrition

Complete nutrition forms the core of the brand. Representative product families include KaninchenTraum for rabbits, MeerschweinchenTraum for guinea pigs, and RabbitDream for English-language markets, alongside specific formulas for chinchillas, degus, hamsters and other small rodents.

For example, KaninchenTraum BASIC is formulated as a complete food for adult dwarf rabbits and contains a mixture of 63 plants and herbs from untreated meadows. The formulation emphasises fibre and includes inulin as a prebiotic.9 The rabbit formula lists approximately 13% crude protein, 2.7% crude fat, 21% crude fibre, 6% starch, 0.6% calcium and 0.4% phosphorus, with a stated crude-fibre-to-starch ratio of 3.5:1.10

The guinea pig version similarly emphasises meadow plants and fibre but adds stabilised vitamin C, addressing a specific dietary requirement for the species.11

Hay

Hay is treated as a distinct product category alongside complete foods. Given the company’s focus on herbivorous small mammals, hay is considered an essential component of daily feeding for rabbits and guinea pigs rather than merely an optional treat.12

Botanicals

The all nature line focuses on botanical ingredients such as dried plants, herbs and flowers. Examples include combinations of raspberry leaves, cornflower blossoms, echinacea, sunflower flowers, ribwort plantain, rose blossoms, hibiscus and parsley. These products aim to provide plant material that resembles the diversity of a natural diet.13

Snacks

The snack range includes supplementary treats such as Crispy Snacks and Enjoy Nature products. Formulations vary depending on whether they are intended for herbivorous animals or granivorous rodents. Depending on the specific product, some snacks are marketed without added sugar, flavour enhancers, preservatives or artificial flavours.14

The brand has expanded into bedding, marketed under the bunnyBedding concept. This development illustrates the brand’s evolution from a specialist food company into a broader small mammal lifestyle brand, operating on the premise that proper care encompasses the animal’s living environment and opportunities for natural behaviour alongside nutrition.

The INTERACTIVE range is designed to encourage natural behaviours such as chewing, digging, searching, exploring, foraging and manipulating objects. One example is Back to the ROOTS, a chewable product made from natural heather roots intended to support natural gnawing behaviour and tooth wear through prolonged chewing activity.

The brand also offers items such as digging boxes and sniffing mats to provide environmental enrichment.15

The portfolio includes a dedicated HEALTH category. The broader product structure encompasses nutrition, hay, botanicals, snacks, bedding, enrichment, health products and accessories, forming a comprehensive ecosystem for small mammal owners.16

High-fibre approach

For herbivorous animals such as rabbits and guinea pigs, Bunny Nature places substantial emphasis on dietary fibre. Its rabbit food incorporates multiple fibre lengths in what the company terms a ‘3-fiber mix’, intended to support chewing, tooth wear and intestinal function.17 The formulation prioritises the relationship between fibre and starch over crude protein or fat levels alone.

Meadow-based ingredients

A signature concept is the use of diverse meadow plants. The rabbit formulation contains 63 listed plants and herbs from untreated meadows, intended to mimic the botanical diversity of a natural meadow rather than relying predominantly on cereal grains.18 This differentiates the brand from traditional pellet products.

Prebiotics

Certain formulations contain inulin, described as a prebiotic intended to support natural intestinal microbiota.19

Species-specific micronutrients

Formulations are adjusted according to species-specific needs. For instance, guinea pig food contains stabilised vitamin C to meet the particular dietary requirements of that species.20

Bunny Nature emphasises its German production standards. The company states that its products are manufactured in Germany with particular attention to quality and formulation.21 Headquartered in Melle, Lower Saxony, it is characterised as a German specialist small mammal nutrition and care brand.22

The official slogan, “Im Einklang mit Mensch, Tier und Natur” (In harmony with people, animals and nature), encapsulates the brand’s positioning.23 The three components represent:

• Mensch (People): Products should be practical and useful for owners.
• Tier (Animals): The animal’s biological and behavioural needs take precedence.
• Natur (Nature): Products should draw inspiration from natural habitats, diets and behaviours.

The company describes this philosophy as central to its operations.

Bunny Nature primarily targets owners of pet small mammals who prioritise species-appropriate nutrition. Its appeal is strongest among owners of rabbits, guinea pigs, chinchillas, degus, hamsters, rats, gerbils and mice who seek specialised rather than generic pet food. The brand is particularly differentiated for those interested in naturalistic husbandry.

Within the pet food market, Bunny Nature occupies a specialist, premium-to-super-premium position. The company uses the term ‘Super-Premium’ for its nutritional products.24 Its positioning rests on species specificity, high-fibre formulations, botanical diversity, natural-habitat inspiration, German manufacturing, research-informed formulation, small mammal specialisation and expansion beyond food into complete husbandry. This distinguishes it from mainstream pet food companies whose portfolios are dominated by dog and cat products.

Conventional small animal food is often built around grains, pellets, seeds and flavour ingredients. In contrast, Bunny Nature’s philosophy proceeds from natural diet and species biology to fibre, plant diversity and appropriate nutrient ratios.

This distinction is particularly evident in rabbit products, where the formula emphasises meadow plants, coarse fibre and low starch content rather than grain-heavy muesli. This approach has established the brand’s reputation among owners seeking biologically oriented diets.

Although German in origin, Bunny Nature has expanded internationally. Historical information indicates availability in 28 countries. The international website provides product information in English and organises the range for multiple species, fostering recognition within the specialist rabbit and small mammal community outside Germany.

The brand is operated by Bunny Tierernährung GmbH, registered at Krukumer Straße 37, 49328 Melle, Germany. The official imprint lists Oliver Petzoldt as managing director and identifies the company in the commercial register of Osnabrück. The name Tierernährung translates to ‘animal nutrition’, reflecting the company’s continuing specialisation.

The official catalogue organises the portfolio into basic nutrition, all nature, hay, snacks, bunny@home, bedding, interactive products, health and accessories.

From a positioning perspective, Bunny Nature demonstrates several notable strengths:

1. Clear specialisation: Identity is built exclusively around small mammals rather than general pet care.
2. Coherent nutritional philosophy: Products are grounded in species biology and natural feeding patterns.
3. Rabbit heritage: As the original focus, rabbit nutrition remains a visible strength in product development.
4. Product ecosystem: The range covers nutrition, treats, habitat, enrichment and accessories.
5. German identity: Origin and manufacturing are prominent elements of the brand.

Claims made by Bunny Nature regarding optimal nutrition, intestinal health or tooth wear represent manufacturer positioning. The presence of numerous botanical ingredients does not inherently prove superiority over competing diets. Appropriate diet selection depends on individual factors including species, age, body condition, health status, activity level, dental status, existing diet and veterinary recommendations. Products should therefore be evaluated as specific formulations suited to individual animal needs.

Bunny Nature is a German specialist brand founded in 1988, originally focusing on dwarf rabbit nutrition before expanding to cover nine small mammal groups and a comprehensive range of care products. Its identity combines German origin, small mammal specialisation, natural-habitat philosophy, high-fibre nutrition, botanical diversity and species-specific formulation. The brand distinguishes itself through an overall philosophy of designing diet and environment around natural biology, summarised by the motto ‘In harmony with people, animals and nature’.

1. bunnyNature – Im Einklang mit Tier, Mensch und Natur
2. Imprint – bunnyNature – bunnyNature – In harmony with animal, man and nature
3. Philosophie
4. Products – bunnyNature – In harmony with animal, man and nature
5. Produkte – bunnyNature – Im Einklang mit Tier, Mensch und Natur
6. bunnyNature – In harmony with animal, man and nature
7. bunnyNature – Im Einklang mit Tier, Mensch und Natur
8. Produkte – bunnyNature – Im Einklang mit Tier, Mensch und Natur
9. bunnyNature Shop
10. Burgess Pet Care akquiriert Bunny N… – pet-online
11. Burgess Pet Care expandiert mit der Akquisition der deutschen Marke „Bunny Nature“ – Presseportal: Presse-Board.de
12. Burgess Pet Care acquires German brand Bunny Nature to accelerate global expansion / Veterinary Industry News / VetClick
13. BUNNY NATURE Trademark of Bunny Tierernährung GmbH – Registration Number 3051003 – Serial Number 79004146 :: Justia Trademarks
14. bunnyNature – Im Einklang mit Tier, Mensch und Natur
15. Datenschutzerklärung – bunnyNature – Im Einklang mit Tier, Mensch und Natur
16. Produkte – bunnyNature – Im Einklang mit Tier, Mensch und Natur
17. bunnyNature – Im Einklang mit Tier, Mensch und Natur
18. bunnyNature – Im Einklang mit Tier, Mensch und Natur
19. bunnyNature – Im Einklang mit Tier, Mensch und Natur
20. Bunny Tierernährung GmbH im Startup-Atlas
21. bunnyNature – Im Einklang mit Tier, Mensch und Natur
22. About | BunnyNature.org
23. 德國邦尼®品牌介紹
24. Bunny Tierernährung GmbH | LinkedIn