Healthy treats for pets  

Download: Healthy treats for pets (PDF file)
Under its "Sanal" family brand Nederma offers a range of 90 types of functional healthy treats for cats, dogs and small animals. The company, which is based in Nijmegen, believes firmly in using natural raw materials and ingredients along with yeast of a particularly high quality, which has a large mineral and vitamin content even in its raw state. The company purchases its ingredients from business partners all over the world, but production takes place exclusively at Nederma's headquarters. The company invested only recently in a modern packaging machine here, which will help primarily to support global expansion.
Products in the "Sanal" line were originally conceived as food supplements to provide dogs, cats and small animals with vitamins and minerals that they don't get in their normal daily food. Since premium foods of better quality are now increasingly available, however, and even pet owners have recognised the benefits of high-quality food, the concept of the "Sanal" product line has been steered more towards functional and healthy natural treats. "With the ongoing trend of humanisation in the pet business, many customers prefer to give their pets a healthy treat," says Eric de Geus, product manager at Nederma. As well as its own "Sanal" range, Nederma also produces some private label lines for clients including large pet supplies chains in Great Britain, Switzerland, Denmark and New Zealand.
Emphasis on exports
Accounting for 70 per cent of the company's sales, exports are one the main areas of operations and increasing year by year. This does not mean that the home market in the Netherlands will be forgotten. Nederma operates abroad in all countries with one exclusive distributor in each case. They are responsible for shaping the markets in the country and can be free to decide to a large extent whether to supply only pet supplies retailers or also DIY stores and garden centres. "But we are sure," says Eric de Geus, "that our products are ideally positioned in the pet supplies trade, because it is only there that information can be provided on the benefits of the product."
Looking at a map of the world, central Europe is almost fully covered with the exception of Great Britain, Portugal, France and Austria. Gaps still exist in the coverage in North America and in Africa. Nederma is already collaborating with distributors in Sri Lanka, India and South Korea, lending an exotic touch. It is also currently in…