Smilla Cat Food

Smilla is a prominent private label brand specializing in high-quality pet nutrition, primarily known for its range of cat and dog food. The brand was developed to provide premium-grade nutritional profiles—often featuring high protein content and grain-free options—at a competitive price point for the European market. Its product line includes various formulations such as Smilla Kitten, Adult, and specialized diet kibble and wet food.

Manufacturing of Smilla products is centered in Germany, adhering to strict European Union safety and quality standards for animal feed. By leveraging local production within the EU, the brand ensures freshness and reduces environmental impact through shorter logistics chains. The brand has gained a loyal following due to its transparent ingredient lists and avoidance of artificial colors and preservatives.

Smilla is a proprietary brand of zooplus SE, a leading European online retailer for pet supplies. Since its brand inception, it has been distributed exclusively through zooplus platforms like bitiba and zooplus websites across more than 30 countries. In recent years, the ultimate ownership of the brand transitioned as zooplus SE was acquired by private equity firms, including Hellman & Friedman and EQT, marking a significant era of corporate growth and expanded distribution capabilities for the Smilla brand globally.