Normandise Pet Food expands, eyes Asian markets

French pet food producer Normandise Pet Food is investing to develop its capacity and business, with plans to launch four new packaging lines this year and boost export sales to new foreign markets. 

The company operates a factory in Vire Normandie, in the northwestern part of France, and makes a wide range of pet food products for cats and dogs. These include “tailor-made products based on animal and vegetable ingredients, in the form of pate, mousses, fillets packed in trays; and also chunks, fillets in sauce or in jelly, packed in pouches (freshness bags),” according to the manufacturer. 

Julien Moureaux, head of communications at Normandise Pet Food, said the company sells its output under its own brands, but also supplies pet food to retailers under private label deals, as well as produces for domestic and foreign pet food brands.

Focus on premium pet food brands

The business sells its output under a number of brands, including Equilibre & Instinct, Les Repas Plaisir, Eco Diana and Eco Oscar, among others, according to information from Normandise Pet Food.

“This year, we are placing focus on our Equilibre & Instinct and Les Repas Plaisir premium dog and cat food brands,” Moureaux said, adding that the company is promoting the brands as “daily quality accessible to all” consumers.

In addition to investments in new packaging lines, the pet food business is also carrying out a project to expand its headquarters and increase its logistics capacities, he said. “Investments must be continuous at a company that is successful and wishes to remain so,” he added.

Pet food exports drive increased sales

In 2022, Normandise Pet Food is aiming to continue its efforts to expand the producer’s foothold in a range of foreign markets, according to Moureaux. The company’s current focus is on the Chinese market.

“After last year, we received an approval to expand to China. Our team is working on registering our receipts, and the first products should be delivered [to the Chinese market] this year,” Moreaux said. “Our sales team is always searching for new markets, and they continue to develop our possibilities and contacts to allow us to be present everywhere” across the world.

Adamowski is a freelance journalist based in Warsaw, Poland. He has written on various industries, including pet food, drinks, telecoms, energy, defense and pensions, for numerous English-language publications.