Billy + Margot buys Benyfit Natural
Billy + Margot has acquired the UK business Benyfit Natural Pet Food from its shareholders and founders, Ben Van Praagh and Greg Van Praagh.
Billy + Margot is part of the international pet food group that trades as Real Pet Food Company in all markets outside the UK. In addition to its UK business, the RPFC Group has operations in Australia, New Zealand, the US and China.
Benyfit Natural is a UK-based producer and distributor of ‘optimum natural nutrition’ for dogs. Since it started in 2015, it has gained traction in the market, particularly after insourcing manufacture of its range of frozen meals earlier this year. Benyfit currently employs more than 10 people, who will join forces with the existing Billy + Margot team.
The combined business will be led by Greg Van Praagh, who will take on overall responsibility for the management and growth of the UK market as well as helping support the group with its expansion into the frozen category in other markets. Helen Ellwood will continue to lead the commercial function.
David Grant, CEO for the RPFC Group, said the acquisition represented ‘an important step in the group’s strategy to continue to grow internationally, with a strong and strategically-aligned brand in the frozen segment that aligns to the group’s category and portfolio strategy’.
He said: “This move will strengthen our position in the pet care market globally. Importantly, it allows us to continue to focus on natural and fresh ranges that are becoming increasingly important to our consumers.”
The RPFC Group was acquired by a group of Asia Pacific investors in November last year. The partner group is led by Hosen Capital, a private equity firm based in Beijing, together with China’s largest private agribusiness enterprise New Hope Group, and Singapore investment company, Temasek.