VEGDOG raises €9 million to expand its plant-based pet food empire across Europe

Vegan pet food startup, VEGDOG, has secured €9 million (US$9.7 million) in Series A funding to expand its market leadership across Europe, signaling rising investor confidence in sustainable, plant-based alternatives in the pet nutrition sector. The Munich-based company, founded by Tessa Zaune-Figlar and Valerie Henssen, is behind the first 100% complete, vegan, and gluten-free dog food range developed in collaboration with veterinary specialists.

The funding round was led by the European Circular Bioeconomy Fund (ECBF VC), alongside returning investor Green Generation Fund. Additional support came from Select Alternative Investments, existing shareholder SFO, and several business angels, including Dominique Locher, Andrea Skersies (formerly of Zooplus), and Attollo S.A.

Zaune-Figlar emphasized the company’s mission to combine ethical innovation with business growth. “Nowadays, no animal has to die to give our dogs the best food – we have the technological means to develop high-quality, tasty, animal-free recipes,” she said. VEGDOG reinvests approximately 1% of its turnover in animal welfare, including direct rescue initiatives. “For us, that means: do good, feed better.”

Co-founder Henssen echoed the company’s broader ambitions. “Our vision is a world in which healthy dog nutrition is no longer at the expense of other animals or the environment. The bigger VEGDOG is, the greater our impact on dog health and animal welfare.”

Investors cite VEGDOG’s product quality, strong brand identity, and ambitious growth trajectory as key drivers of the deal. “VEGDOG is well-positioned to challenge the status quo for the European pet food industry,” said Mathias Brink Lorenz, Investment Director at ECBF. “The stellar founding team combined with a clear and bold vision have secured VEGDOG the market leading position in Europe.”

Peter Dorfner, Principal at Green Generation Fund, described VEGDOG as a standout player. “From the very beginning, we recognised VEGDOG as the market leader in product quality,” he said. “Their unwavering commitment to excellence in quality, innovation, and sustainability sets them apart.”

In 2024, VEGDOG hit €10 million in annual sales, with 66% year-over-year growth. The team aims for growth rates of up to 80% in the coming years. Despite economic volatility, the company has demonstrated consistent performance and a resilient business model.

With the new investment, VEGDOG plans to double its team in 2025 and expand into the full DACH region and the Netherlands, with additional European markets on the roadmap for 2026. Its products are currently available direct-to-consumer in Germany and Austria, via Amazon, and through key retail partnerships including FUTTERHAUS, Zoo&Co, dm drogerie, and past promotions with ALDI Suisse and Hofer in Austria.

Earlier this year, the company appointed Kai Naujoks as Managing Partner to drive international operations. Naujoks previously led global expansion at audio toy brand Tonies and is now focused on scaling VEGDOG’s operational capabilities across Europe.