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June 20, 2012

Supreme Petfoods Grows Strong International Business



Supreme Petfoods has announced a new partnership with German distributors Nash and Nunki AG. Some 2.4 million households in Germany own small pets, presenting a huge opportunity to increase penetration of the Supreme brands across Europe. Supreme now distributes to over 25 countries globally and has offices in France, Netherlands, USA and the UK, where the head office is based.

The move is part of an ambitious programme of expansion and the company has stated its aim to become the world’s leading brand for small pets within a short period of time.

Managing Director Chris Childs says this is the right strategy at the right time for Supreme, “In the last few years, Supreme has brought some exciting new products to market. The revolutionary fibre technology used to create Fibafirst and increase fibre levels across our most premium ranges; highly palatable no-hidden-sugar recipes and smart new packaging across the brands, has positioned us perfectly to expand. Whether it’s making waves in social media, receiving increasing recognition and respect in the veterinary channel, or growing the small pets market in the specialist channel, we’ve succeeded in everything we set out to do over the last few years. We now have a solid business model that translates across global markets.”

The new German distributors were selected in the face of fierce competition to bring the Supreme brands to market and expectations are high. Nash and Nunki AG recently adopted a flying pig as their brand identity based on a proven reputation for exceeding customer expectations well beyond what they originally believed to be possible. This highly successful distributor has years of experience in FMCG in Germany and is well resourced with 13 sales reps on the ground.

Supreme Export manager, Samantha Randle welcomed the announcement, “This appointment is one hundred percent right for our business. We are already upping capacity for continued expansion into Europe. As well as being complementary to our existing offices in the Netherlands and France, this move allows us to benefit from significant economies of scale. It is a very exciting time for Supreme.”


About Supreme Petfoods

Supreme Petfoods has its head office in Suffolk in the UK and was established in 1991. The company employs 55 people and has a turnover of £10m. Supreme was the first company to make species specific small animal diets that reflected their unique nutritional requirements. The Supreme range includes Science Selective, Fibafirst and VetCarePlus brands manufactured using unique fibre technology, as well as high quality muesli products provided by Russel Rabbit, Gerty Guinea Pig & Friends brands. Supreme’s products are recommended and sold by veterinary surgeons and specialist pet retailers worldwide. Bedding and hygiene products are also included in the portfolio of products. Find out more about Supreme at www.supremepetfoods.com or visit the company Facebook site. (www.facebook.com/supremepetfoods).