The company’s registered headquarters are located at Mahndorfer Heerstraße 9, Bremen, Germany.1

Vitakraft possesses a history that is unusually long for a modern pet-food company.

1837 — The beginning

The company’s history began in 1837, when Heinrich Wührmann established the Wührmann company in Heiligenrode near Bremen. It operated initially as a relatively small feed business rather than the international pet-care enterprise it is today.1

1929 — Birth of the Vitakraft brand

A significant milestone occurred in 1929, when Heino Wührmann, representing the fourth generation of the family, assumed management and introduced the Vitakraft brand. While the underlying business dates to 1837, the Vitakraft brand itself dates to 1929.1

1937 — 100th anniversary

The company celebrated its 100th anniversary just eight years after the introduction of the Vitakraft brand.1

1946 — Post-war reconstruction

Following the destruction caused by the Second World War, Vitakraft rebuilt its operating facilities and resumed its development.1

1960s — Expansion in Germany and Europe

In 1960, the company established 24 distribution centres across western Germany. In 1966, Vitakraft commenced its international expansion, beginning with Switzerland.1

1978 — Fifth generation

Heiko Wührmann became chairman in 1978, continuing the company’s longstanding family-business tradition.1

1983 — New headquarters

Vitakraft constructed its headquarters in Achim near Bremen in 1983, strengthening its operational base in the Bremen region.1

From 1985 — Global expansion

Beginning in the mid-1980s, Vitakraft accelerated its international expansion, entering markets including the United States and Asia.1

2013 — Ownership restructuring

The company underwent a change in its ownership structure in 2013.1

2019 — International network

By 2019, Vitakraft reported sales offices in 20 countries across three continents.1

2021 — VitaCube

Vitakraft commissioned VitaCube, a fully automated high-bay warehouse, as part of the modernisation of its logistics infrastructure.1

2026 — Brand relaunch

In June 2026, Vitakraft announced a major global brand relaunch following approximately two years of development and market research involving around 15,000 consumers in six countries. The strategic objective was to shift Vitakraft from being perceived primarily as a product supplier towards a stronger, more emotionally connected consumer brand. The new identity includes a revised brand promise, corporate design and product-portfolio structure. The first products featuring the new design were scheduled for September 2026.1

Vitakraft is broader than a standard pet-food brand, with a portfolio covering several major animal categories.

Dogs

Dog products include:

• Complete and staple food
• Meat snacks
• Training treats
• Chews and rewards
• Functional or specialised snacks
• Products such as Beef Stick®, Treaties®, Bonny Bits, Vita Veggies and Vita Naturals

Vitakraft describes itself as a market leader in the dog-snack sector within its relevant markets.1

Cats

The cat portfolio comprises:

• Wet food
• Complete meals
• Mousse
• Meat snacks
• Cat sticks
• Liquid snacks
• Other treats

Notable product lines include Poésie®, Cat Sticks® and Cat Yums.1

Birds

Bird products represent one of Vitakraft’s historically important categories. The portfolio includes:

• Seed mixes
• Staple food
• Treats
• Mineral products
• Bird snacks
• Kräcker® bird treats

Vitakraft emphasises species-specific nutrition for different types of birds.1

Small animals

Products are available for animals such as:

• Rabbits
• Guinea pigs
• Hamsters
• Other rodents

The range includes staple food, hay, treats and supplementary products.1

Reptiles

Vitakraft also offers products for reptiles, extending its portfolio beyond conventional cats, dogs and small mammals.1

Ornamental fish

The company provides food for ornamental fish as part of its wider animal-care portfolio.1

Garden animals

Vitakraft markets products for animals found around the home and garden, including garden birds and hedgehogs.1

Several names are closely associated with the Vitakraft portfolio:

Rather than competing solely as a generic pet-food manufacturer, Vitakraft has developed recognisable sub-brands and product franchises within individual pet categories.1

Vitakraft’s brand philosophy centres on the relationship between people and animals. The company’s stated vision is to understand the close bond between humans and animals and to enhance that relationship daily. Its mission emphasises developing products based on the needs of pets while maintaining quality and innovation.1

Current brand communication is strongly emotional, utilising the message:

“Out of love.”

This concept posits that pet ownership involves creating a fulfilling relationship between people and their pets, rather than simply feeding an animal. This positioning became particularly significant with the 2026 brand relaunch, which explicitly sought to make Vitakraft more emotionally relevant to consumers.1

Vitakraft places considerable emphasis on research, nutrition and product development. According to the company, products are developed using current nutritional and physiological knowledge and are adapted to the requirements of individual animal species. It operates in-house research and development activities in Germany.1

Stated product principles include:

1. High quality
2. In-house research and development
3. Balanced nutrition
4. Species-specific requirements

Vitakraft also seeks to avoid unnecessary additives in certain product categories. For example, its bird-food communication highlights a longstanding approach of avoiding unnecessary sugar in original Kräcker products.1

Although distinctly German in origin, Vitakraft is now an international business. The company reports having:

• 20 international branches
• Operations across three continents
• Exports to more than 50 countries
• Production sites in several countries
• Nearly 1,100 employees worldwide (June 2026 corporate announcement)1

Vitakraft’s international footprint encompasses Europe, the United States and Asia. Its Asian operations include Vitakraft Asia Pacific Pte Ltd in Singapore. The company’s sustainability report also lists production sites in Germany, Austria, the Czech Republic, the United States and China, alongside its international distribution network.1

The principal German company is Vitakraft pet care GmbH & Co. KG, headquartered in Bremen.1

As of 1 January 2026, the group board consists of:

• Dirk Strelow — CEO
• Sarina Hamann — CMO
• Sebastian Kruse — COO
• Timo Lubenow — CFO
• Mark Moffat — CSO Europe
• Héctor Sánchez — CSO USA, Asia, E-Commerce & Global Export

This leadership structure reflects the company’s transition from its historic family-business roots towards a modern international organisation.1

Sustainability forms a key component of Vitakraft’s corporate strategy. The company states that responsible action and the conservation of natural resources are incorporated into its mission. Sustainability activities cover areas such as:

• Responsible sourcing
• Packaging
• Resource efficiency
• Energy and emissions
• Waste reduction
• Sustainable products
• Animal welfare and biodiversity

Vitakraft’s sustainability report describes a workforce of more than 1,100 people at production sites and international distribution subsidiaries, framing sustainability as integral to long-term competitiveness. The company has also promoted projects connected with biodiversity and species conservation, including initiatives outside the traditional pet-food category.1

Vitakraft is differentiated by its combination of heritage, specialisation and international reach.

Heritage

With origins in 1837, Vitakraft possesses nearly two centuries of experience in animal nutrition and care.1

Specialisation

Unlike diversified consumer-goods conglomerates that sell pet food, Vitakraft’s identity is centred almost entirely around animals and pet ownership.1

Breadth

The portfolio covers multiple species—including dogs, cats, birds, rodents, reptiles, ornamental fish and garden animals—rather than focusing exclusively on dogs and cats.1

Product innovation

The company has developed recognisable product franchises such as Beef Stick®, Cat Sticks® and Kräcker®, establishing a presence in both everyday nutrition and the pet-treat segment.1

German heritage

The Bremen/Hanseatic identity remains part of the company’s positioning. Vitakraft describes itself as a traditional company with “medium-sized roots” that has nevertheless become globally active.1

Vitakraft operates in a competitive global pet-care industry alongside large multinational companies and specialist brands. Its strongest areas are traditionally pet treats and species-specific food, particularly for dogs, cats, birds and small animals. The company has described itself as a leading player in the dog-snack market, while its history in bird and small-animal products contributes to a broader specialist identity.1

The 2026 brand relaunch indicates that Vitakraft views future competition as involving not only product quality but also consumer recognition, emotional connection, shelf visibility and brand loyalty.1

After almost 200 years, Vitakraft undertook a programme to modernise consumer perception of the brand. Global research involving approximately 15,000 people in six countries led to the conclusion that the company needed to shift from a primarily product-driven approach towards an emotionally anchored consumer brand.1

The relaunch encompassed:

• A new brand promise
• A new corporate design
• A reorganised product portfolio
• New packaging
• Improved shelf navigation
• Stronger emotional positioning
• A more consumer-oriented brand architecture

The first products using the new visual identity were scheduled to launch in September 2026, with other elements rolling out progressively. This initiative represents a new chapter in Vitakraft’s history, aiming to transform its heritage into a modern global pet brand.1

Vitakraft can be characterised as a German pet-care company founded in 1837 that evolved from a regional feed business into an international specialist in pet food and care, with a strong heritage in treats, bird food, small-animal products and species-specific nutrition. Its brand identity combines four core concepts: German heritage, pet expertise, product innovation and emotional connection. The modern brand message is essentially understood as: “We make life with pets better — out of love.”1

1. About us | Vitakraft