Following a successful launch in Finland six months ago, Naturediet is pleased to announce a new strategic distribution partnership in what is probably the largest Scandinavian pet food market – Sweden.

Imazo - Sweden

In the country of IKEA, Volvo and H&M, the pet specialty trade has seen positive growth rates for a number of years. Despite the Swedish economy being hit by the global recession, sales of premium quality dog food products have remained strong. This is due in part to the presence of a number of quality pet retail chains such as Arken Zoo, Djurmagazinet, Djurensvärld and Djurkompaniet. Each of these retailers selects their products carefully, only dealing with a limited number of quality suppliers/brands.

It is for the above reasons that Naturediet decided to team-up with Imazo, one of the most preferred pet food suppliers in the country. Located 100km northeast of Gothenburg, Imazo distributes pet specialty products and live animals to retailers countrywide, while also serving independent retailers. The Imazo management team, under the supervision of Boo Boxe, Tomas Andersson and Glenn Lindström, is the experienced driving force behind this pet specialty supplying powerhouse. The company’s history stretches back to the 1960s and includes the sales of live animals, which over the years has seen Imazo become one of the top pet product distributors in the country.

Imazo’s Naturediet Account Manager Eva Gustavsson comments: “Demand for the type of dog food that Naturediet brings to the market has been present in Sweden for some time. However, current brands have been unable to successfully capitalise on this market segment.” She continues: “The premium brands here largely offer extruded, dry dog food, produced at high temperatures and bulked with cereals. The Naturediet proposition, of 100 per cent natural ingredients, human consumption grade meat, with no artificial ingredients or preservatives, is practically unheard of in Sweden. This has a huge appeal to Swedish consumers. And their dogs? Boy… do they love it.”

Naturediet’s Export Sales Manager, Sander van Kesteren adds: “Imazo’s philosophy and distribution strength is well suited to our long-term company interests. All Swedish importers aim for quality brands in their portfolio, but Imazo enjoys a strong customer friendly reputation over and above the competition. I am extremely enthusiastic about working with such a great partner.”

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