28 Feb 2022

Investment sees Fish4Pets® spring into 2022 and beyond

Fish4Pets Stand: H20
Investment sees Fish4Pets® spring into 2022 and beyond
Graham Smith - CEO of Fish4Pets with his dogs Sadie and Riley

Fish4Pets®, the company behind the popular Fish4Dogs® and Fish4Cats® brands, has received a substantial business development fund, that will set the ‘champions of fish’ on a growth trajectory that will make waves in the petfood market.

FKRA, as principal shareholders, have supported Fish4Pets® since 2004, seeing the business through double-digit growth to an award-winning business, with award-winning brands now selling in over 35 countries.


The senior team in both Fish4Pets® and FKRA identified opportunities to further accelerate the growth of the business around the world but recognised that the business needed to be re-financed to fully exploit these, therefore, sought a co-investor to provide additional financing to enable the company to step up to the next level. This new investment will facilitate accelerated growth and raise the profile of the company and its brands around the world.


The new investor is the Norwegian family-owned investment company DSD, based in Stavanger.  DSD is a company which invests in a wide range of sectors, with interests ranging from mobility and ocean-linked businesses, to medical and tourism.  The investment in Fish4Pets® is their first in the pet food sector and they were attracted to it because of its sustained growth, wide market reach and sustainable, ocean-linked sourcing strategy.  


Ingvald Loyning, CEO at DSD says ‘As active owners, we have a strategic, dynamic company portfolio and Fish4Pets® will be an exciting addition.  DSD aims to join innovative companies with growth potential that work for more sustainable solutions. We believe in the ability of combining new and old wheels to work well together and move in the same direction.  In this way we develop sustainable values and generate good results together with the companies we are involved in.’


Graham Smith, CEO at Fish4Pets® says ‘we are delighted to have secured investment from DSD, as well as increased financial support from FKRA, to drive our ambitious growth plans. DSD bring with them a wealth of knowledge and enthusiasm, and we hope to benefit from their experience in other industries, in particularly their commitment to Environmental and Social responsibility.



This combined with the ongoing support and expertise of our parent company FKRA, means we have two strong shareholder partners, excellently positioned to help us move forward. We are extremely excited.


Fish4Pets® have an ambitious five-year plan, which includes product development, entering new markets and increasing operational efficiencies. At the forefront of these plans is environmental impact and responsibility, and our continued focus on putting the health of the companion animals we feed at the forefront of our business, all underpinned by our commitment to our customers and our people.’


Graham concludes, ‘like many in the industry, it’s been a very demanding couple of years for everyone, adapting to rapid change due to the pandemic, coupled with Brexit challenges.


Having successfully adapted to these challenges, we believe this investment is coming at an extremely good time for Fish4Pets®, enabling us to drive forward with correctly funded growth plans, expert support, and enthusiastic colleagues. It’s a truly exciting prospect and we look forward to continued success and growth of our brands worldwide’.

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