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OPTIMEAL Introduced Daily Wellbeing Grain-Free Wet Cat Food Line Inspired by Picky Cats
 
Manufacturers

3+ MIN

OPTIMEAL Introduced Daily Wellbeing Grain-Free Wet Cat Food Line Inspired by Picky Cats  

Designed for everyday feeding, the Daily Wellbeing line focuses on the factors that matter most to cats: variety, protein, and texture; while delivering complete and balanced nutrition that cat parents can trust.

Cats are known for having strong preferences, and the new Optimeal Daily Wellbeing line was created with that in mind. The range includes eight grain-free wet recipes and three variety packs, featuring visible cuts of real chicken breast, turkey breast, beef liver, or shrimp served in savory gravy or delicate gelée. 
  What makes the line stand out:  97% of protein from animal sources,  84% moisture to support hydration,  Prebiotic FOS to support gut health,  Packed in convenient single-serve pouches,  Made with high quality European ingredients.
  'I have a picky cat myself, so I know how challenging it can be to make sure my cat drinks enough water while also enjoying complete and balanced natural food,' said Lyudmyla Dobrynina, Head of Product & Marketing, Optimeal USA. 'With this new line, we introduced Optimeal Daily Wellbeing Wet Food Line with hydration focus, designed to help even selective cats find their favorite. We also upgraded the packaging to better showcase the food inside, so cat parents can see what they are feeding — including real shrimp and visible pieces of chicken breast or beef liver. We are seeing growing interest in our wet food, and this category continues to show strong year-over-year growth for our company.'
 
Today, Optimeal products in the U.S. are available on major online platforms such as Amazon and Chewy, as well as through independent pet stores. The brand has also launched direct-to-consumer sales, helping the team better connect with cat parents and understand their needs.

All Optimeal wet cat food for the U.S. market is produced at Kormotech's Ukrainian facilities and fully complies with both high European and U.S. quality and safety standards. Kormotech has been steadily building its presence in the United States over the past several years. In 2025, Optimeal began transitioning in the U.S. to become a cat-focused brand with a strong emphasis on wet nutrition, one of the fastest-growing segments in the American pet food market. This strategy is already delivering results: U.S. sales grew fourfold in 2025 compared to 2024.
  Source: Kormotech
  About Optimeal
Optimeal is a European premium cat food brand produced by family-owned and operated manufacturer Kormotech. For cat parents who prioritize feline health, Optimeal offers nutritionally balanced, European-crafted wet cat food backed by more than 20 years of trusted family expertise. Produced in the company's own European facilities using high-quality ingredients, Optimeal recipes deliver exceptional taste, proven palatability, and complete everyday nutrition to support cats' overall wellbeing. The brand uniquely combines European production standards, visible quality, and reliable health benefits — all at a competitive price, providing strong value for U.S. pet parents.
About Kormotech
Kormotech is an international family company with Ukrainian roots that has been producing high-quality food for cats and dogs under the trademarks Optimeal, Delickcious, Club 4 Paws, Hav!, Miau!, and My Love since 2003. The company has production facilities in Ukraine and the EU. The product range includes over 650 items. Kormotech is a market leader in Ukraine, ranks in the top-55 global and top-20 European pet food manufacturers. The company's products are represented in 51 countries worldwide both under its own trademarks and under partner company trademarks.
 

European Pet Food Maker Kormotech Expands Presence in Romania through Retail Chains
Manufacturers

3+ MIN

European Pet Food Maker Kormotech Expands Presence in Romania through Retail Chains

Fressnapf operates in 15 European countries and has over 30 stores in Romania. All of these stores now offer wet and dry diets from the Optimeal brand — super-premium food for cats and dogs, Club 4 Paws — premium food, and Delickcious — the wet treat brand. These are the first Fressnapf stores in Europe to feature Kormotech products. This partnership will help the company connect with responsible pet owners who take a thoughtful approach to their pets' nutrition.

Hornbach is one of Europe's largest DIY chains, operating in nine countries. Currently, Hornbach has 11 stores in Romania and plans to open six more in the coming years. From now on, all its physical stores, as well as its online store, will offer wet diets from the My Love brand and Delickcious treats. Kormotech is considering expanding its product range further.
  The launch in Fressnapf and Hornbach in Romania was carried out in partnership with Servicii Publice S.A., one of Romania's leading importers of veterinary products with over 30 years of local distribution experience.
  'For us, it is important to work with manufacturers who understand the needs of Romanian consumers and maintain a sensible balance between quality and affordable pricing,' says Sorina Radu, Head of the Pet Food Division at Servicii Publice S.A. 'We began our collaboration with Kormotech because their products combine these qualities. We see long-term potential in this partnership. The agreements with Fressnapf and Hornbach are a positive signal for future growth'.
In 2024, Kormotech sold 5.5 thousand tons of cat and dog food in Romania, totaling nearly $10 million. Throughout 2025, the company systematically expanded its presence in Romania. The company entered the specialized pet store chains Zoocenter and Zoomania, both operated by pet shop retailer Profipet, which operates in Romania and Bulgaria. Last year, Kormotech brands also became available in 60 stores and online through Animax, the largest pet retail chain in Romania with over 100 outlets nationwide. Animax is part of Pet Network International, which brings together five pet retail brands across Southeast European countries.
  The company's products are also available on the online supermarket Sezamo, part of the European Rohlik Group, which operates in the Czech Republic, Hungary, Austria, and Germany, as well as on eMAG, one of the largest marketplaces in Eastern Europe, which serves not only in Romania but also in Bulgaria and Hungary.
  'Romania is a key market for us in Central and Eastern Europe, so we deliberately invest in a wide presence across various retail formats,' says Yuri Bykoriz, Kormotech's Managing Director for Central and Eastern Europe. 'Combining international and local chains, as well as offline and online channels, allows us to be closer to Romanian pet owners and lay the foundation for sustainable long-term growth in the local market'.
  In Romania, Kormotech brands are also represented in grocery chains DCNeu Cash & Carry and Profi, in specialized pet stores group Maxi Pet, and in the DIY retail chain Dedeman.
  Kormotech emphasizes that the pet food market in Romania is one of the most promising in Central and Eastern Europe. According to the company, demand is undergoing a qualitative transformation: consumers have a better understanding of how nutrition affects animal health and, as a result, have higher expectations for the composition of pet food products across all price segments. At the same time, the snack and complementary product category is growing rapidly, particularly in the modern trade channel. This is why Romania became one of the first markets where Kormotech launched its premium-plus brand, Delickcious. Its products are now available in pet stores as well as on the eMAG online platform.
  The online channel plays a key role in Kormotech's growth strategy in Romania. The company observes that pet food sales through e-commerce in the country are growing faster than in traditional retail formats, especially in large cities where consumers increasingly prefer online shopping due to time constraints.
  Expanding the presence of its brands in national and international chains aligns with Kormotech's strategy of systematic growth in the local market and is also part of its efforts to achieve the ambitious goal of entering the top three in the Romanian market by 2028. Source: Pet Age

£1.2m Mars Investment Turns Birstall, UK Hub into Cutting-Edge Pet Care Innovation Hub
Manufacturers

2+ MIN

£1.2m Mars Investment Turns Birstall, UK Hub into Cutting-Edge Pet Care Innovation Hub

With the global pet care market expected to grow by 45% by 20301, the investment will further enable Mars to invest in category-leading innovation in the pet industry by step-changing capabilities in the design, development and deployment of products, ensuring that Mars continues to meet the evolving needs of pet owners.
  The Innovation Hub has been central to the development of market-leading pet treats, including PEDIGREE® Dentastix™, PEDIGREE® JUMBONE™ and PEDIGREE® MARKIES ™, while also driving innovation in health focussed solutions for pets. This includes the launch of pet vitamins and supplements, including those for joint support and immunity. Research and Development at the hub is driven by an in-depth understanding of the needs of pets and pet owners, from taste and texture, through to shape and smell; backed by deep nutritional expertise.
  The newly designed Innovation Hub provides a purpose‑built environment to foster creativity and collaboration, including spaces for prototype evaluation, zones for product pitching, and facilities for creative experimentation. The hub also features a custom-built kitchen for the daily product review, which ensures the products leaving the next-door factory adhere to the rigorous quality standards Mars upholds.
  Elisabetta Pierangelo, VP for global R&D at Mars Pet Nutrition, said: 'Innovation allows us to stay connected to our consumers, solve pet parenting pain points, and design products that improve the experience of pet ownership. By strengthening our innovation capabilities, we can anticipate their evolving needs and deliver category leading products.
  Our investment in the Birstall Innovation Hub reflects a long-term commitment to advancing innovation and technology, and to delivering the highest-quality products for the 455 million pets and pet parents who rely on us every day.'
  The investment forms part of a broader European investment programme at Mars; it reflects the strong focus on R&D.   In 2025, the company also committed €1 billion (£860 million) to strengthen manufacturing, sustainability and innovation across Europe by 2026, building on more than €1.5 billion invested over the past five years. Source: Retail Times

Mars names new Global Petcare President
Manufacturers

2+ MIN

Mars names new Global Petcare President

Carena joined Mars in 2022 as Regional President Mars Snacking Europe, Central Eurasia & International Travel Retail and has since delivered exceptional results in a role spanning 55 markets. Prior to joining Mars, he was a Managing Director for McDonald's in Russia leading more than 60,000 employees and turning it into the fastest-growing market in their Top 20. He also has extensive retail and FMCG experience from roles at Metro Group and Nestlé and is Vice-President of the European Food and Drink Association, which represents the interests of FMCG companies in Europe.
  'Marc is the right person to lead Mars Petcare into its next chapter. His track record for delivering results whilst driving ambitious change - with the customer and consumers always at the center - will help to ensure our business will continue to thrive in an ever-changing landscape,' said Poul Weihrauch, CEO of Mars, Incorporated. 'Marc brings a wonderful mix of experience from different business models and geographies, combined with a people-centric leadership style – and like all our Associates in Petcare, it helps that he loves pets!'
  About his new role, Carena said: "I am proud to have the opportunity to lead this incredible business. We have the privilege of providing pets and pet owners with products, services and innovative solutions that make their lives better and easier. With more than 100,000 passionate Associates around the world and incredible brands, science and healthcare businesses I'm looking forward to leading the next phase of growth and continuing to deliver on our purpose: A Better World for Pets.'
  Carena replaces Loïc Moutault, who has had a successful career with Mars over more than 30 years that extended across multiple functions, business segments and countries. Moutault was a key architect of the Mars Petcare business as it is today, spanning nutrition and care, and a champion of talent across the business.
  Mars Petcare believes that pets make the world a better place and are inspired to deliver on our purpose: A BETTER WORLD FOR PETS – a world where they're healthy, happy and welcome. A global leader in pet care, spanning comprehensive veterinary care (including: AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™), nutrition (including PEDIGREE®, ROYAL CANIN®, and WHISKAS®) and breakthrough programs in veterinary diagnostics (ANTECH®). With over 100,000 Associates helping pets, their owners and pet professionals in more than 130 countries.
  For more information please contact: marspetcareglobal@freuds.com 

  Source: Mars, Incorporated

Mars To Invest $2 Billion Into U.S. Manufacturing Through 2026
Manufacturers

3+ MIN

Mars To Invest $2 Billion Into U.S. Manufacturing Through 2026

MCLEAN, VA (July 29, 2025) – Mars, Incorporated, a global leader and maker of more than 40 beloved snacking, food and pet brands in the United States, including Royal Canin®, M&M'S®, SNICKERS®, Ben's Original™, PEDIGREE ®, and SHEBA®, is announcing plans to grow its U.S.-based manufacturing by investing an estimated $2 billion into its operations across the country by the end of 2026. This multi-billion-dollar investment builds on the ongoing Mars commitment to U.S.-based manufacturing, where 94% of Mars products sold in the U.S. are produced locally in the U.S. In the last five years, the company invested over $6 billion into U.S. manufacturing.   'This investment is about building a stronger, more resilient business in the U.S. – one that can grow with our consumers, deliver for our partners, and create lasting economic impact in the communities where we operate,' said Claus Aagaard, CFO of Mars, Incorporated. 'The U.S. is our biggest and most important market, and a key engine of growth for the long term – not only through our legacy manufacturing footprint but also through the expansion of strategic acquisitions like Nature's Bakery, which is already scaling quickly. That's why we've committed $6 billion to U.S. manufacturing in the last five years, with another $2 billion planned by the end of next year.'   The $2 billion dollar investment is supporting a new, $240 million facility for Nature's Bakery in Salt Lake City, Utah, opening tomorrow. The 339,000+ square-foot Nature's Bakery site will create more than 230 new jobs in the region and expand the brand's capacity, with the ability to produce nearly one billion bars each year.     Earlier this year Mars opened a $450 million Royal Canin® dry pet food facility in Lewisburg, Ohio – the brand's largest dry pet food factory globally - creating up to 270 new jobs in the area.   As a privately-held, family-owned business that has been headquartered and operated in the U.S. for more than a century, Mars has long taken a generational approach guided by its purpose – the world we want tomorrow starts with how we do business today. Mars has a presence in the U.S. across 49 states, employs over 70,000 Associates and operates 38 factories in addition to veterinary clinics, labs and 16 global and regional offices.  In the last 5 years, Mars has added over 9,000 U.S.-based Associates.   ABOUT MARS, INCORPORATED   Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As an approximately $55bn family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world's best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, DOVE®, EXTRA®, M&M'S®, SNICKERS® and BEN'S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.   Source: Mars