Vov Färs med Potatis & Nöt dog food

Vov is a long-standing Swedish dog food brand that has been a staple in the Nordic market since its introduction in 1956. The product shown, 'Färs med Potatis & Nöt' (minced meat with potato and beef), is characterized by its use of 100% Swedish meat raw materials, emphasizing local sourcing and natural ingredients. The brand's history is deeply rooted in the Swedish town of Vårgårda, which remains the primary site of its production facilities.

Over the decades, the ownership of the Vov brand has transitioned through several hands as part of broader corporate shifts in the Scandinavian pet food industry. Originally developed by the company today known as Doggy AB (formerly Lantmännen Doggy), the brand was part of a Swedish agricultural cooperative before being acquired by private equity. In 2020, Doggy AB and its portfolio, including Vov, were acquired by the Budapest-based company Partner in Pet Food (PPF).

As of 2024 and looking toward 2026, the ultimate ownership of the Vov brand lies with CVC Capital Partners, a global private equity firm. CVC acquired a majority stake in Partner in Pet Food from Cinven in mid-2024. Despite these changes at the highest corporate level, the production of Vov products remains localized in Vårgårda, Sweden, maintaining the brand's traditional Swedish heritage and commitment to local quality standards.