Versele-Laga becomes Versele, a master brand with a strong focus on innovation to strengthen its market position and leadership in various categories

As one of the leading players in pet food and care products, Versele-Laga is embarking on a new strategic chapter. The Belgian family-owned company is now firmly committed to one strong master brand, Versele, and aims to grow from there to become a market leader in nutrition and care for all pets by 2032. Today, Versele is already the global ​ market leader in the bird and pigeon categories, but the company also wants to strengthen its market positions in the other animal categories. With a clear positioning, the company continues to build on its family roots, its unique expertise across multiple animal categories, and a long-term strategy focused on sustainable growth and value creation. The choice of a single umbrella brand is intended to increase brand recognition and consumer trust worldwide, while further strengthening the existing category brands.“Today, we are already the only manufacturer in the world that develops nutrition and care products for so many different pets. We want to further build on this unique position. Moreover, we manufacture more than 95% of our products in our own factories in Belgium and beyond,” says CEO Francis D’Hoore.

Versele is a respected name in the world of pet food and care. The family-owned company was founded in 1932 by Prudent Versele and, over four generations, grew from a grocery store in the Belgian city of Deinze into an international manufacturer of high-quality pet food and care products. From its 12 factories and 11 distribution centres spread across Europe, the US, Canada and China, Versele ensures that 25 million pets can enjoy high-quality nutrition and care products every day. Whether it’s a hamster in a city apartment, a thoroughbred racehorse, the family dog or a sparrow in the back garden, the company offers the highest-quality food and care products for all kinds of pets. Today, Versele sells no fewer than 2,000 different products to pet stores and specialists in nearly 100 countries ​ ​

New chapter

By 2032, Versele aims to sell 1 billion euros worth of pet food and care products through specialised retailers worldwide. Together with its customers, Versele wants to create value in the pet market by focusing on innovation, top quality, and sharing expertise. As pets play an increasingly important role in people’s lives and are increasingly regarded as full-fledged family members, expectations regarding nutrition and care are rising sharply. Versele is committed to supporting its customers in this regard.

“Versele is uniquely positioned not only to follow this evolution but also to lead it. With 1,100 passionate employees worldwide, including veterinarians and nutrition experts, we translate scientific insights into concrete, high-quality solutions for pets and their owners. By operating across multiple categories, we can build unique knowledge and translate it into relevant product innovations. In addition, we are evolving toward an even more efficient business model to give our quality and customer satisfaction an extra boost. By investing in a strong flagship brand that creates an emotional connection with our end customers across categories, supports them with expert advice, and serves as an overarching quality label, we are further strengthening our category brands.” ​
​Francis D’Hoore, CEO of Versele

With this mindset, Versele continues to work towards its ambition: unleashing the extraordinary in every pet with a relentless effort to do better, every day.

One strong brand rooted in family and built for the future

By creating one powerful master brand, Versele is taking the next step in its international growth. The name Versele, which traces back to the company’s family roots since 1932, remains central to this strategy—a rare position in a market heavily dominated by American or other non-EU multinationals.

Broader and healthier ranges

Versele kicks off itsrenewed strategy and positioning in Germany. During Interzoo, the world’s largest international trade fair for the pet industry, taking place May 12–15 in Nuremberg, the family-owned company is presenting a series of innovations. Specifically, this includes no fewer than 18 new products across 8 different animal categories, developed to improve the well-being of pets of all sizes, and at every stage of life.

“Our innovations address various needs across all animal categories. These include natural alternatives to artificial colours and flavours for birds, even better recipes for small mammals, a premium sports line for horses with a unique nutritional concept, and specialised nutrition for dogs and cats that supports the gut microbiome or is hypoallergenic.” ​
​Francis D’Hoore, CEO of Versele

At Interzoo in Germany, Versele is presenting its updated ranges for birds, small animals, dogs, cats, horses, pigeons, and garden and farm animals. The following five innovations will be put in the spotlight at the international trade fair under the “Product Showcase Highlights.”

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About Versele
​Versele is an international producer of high-quality pet food and care products, offering the best and most innovative products for all types of pets. With nearly 100 years of expertise and a presence in 95 countries, we nurture over 25 million pets every day.

Our passion for animals and our constant drive for innovation enable us to develop science-based products for every pet, supported by state-of-the-art, in-house production that guarantees the highest and consistent quality. Our leading positions and expertise across all pet categories allow us to offer unique solutions tailored to the specific needs of each animal

As a family-owned company, we take our responsibility seriously: we improve the well-being of both pets and people and contribute to a better planet through local production and sourcing, promoting ​ biodiversity, reducing our CO₂ emissions, and implementing smarter energy and waste management.

For more information: www.versele.com/en/gb/about-us/new-chapter