Expansion into Eastern Europe

The Vitakraft Group, based in Germany, is now expanding into Eastern Europe with the takeover of the established company Aqua Food in Budapest. A press release by Vitakraft states that this investment supports its aim of expanding to the important pet markets of the world even in the difficult economic environment that exists. The new Hungarian Vitakraft subsidiary, which employs 68 people, will continue to be run by the existing management team. The company’s chief mission will reportedly be the national implementation of the Vitakraft brand and range strategy in the growing Hungarian pet product market as well as the consolidation of Vitakraft’s market share in Hungary. Aqua Food has been Vitakraft’s distribution partner in Hungary since 1989 and is widely represented in both the grocery and speciality trade with a range of approximately 3 000 items in all pet product segments.