Smilla Toothies Cat Snacks

Smilla is a specialized pet food brand that offers a variety of products, including their popular 'Toothies' dental snacks for cats. These snacks are designed to support feline oral health through a texture that builds mechanical abrasion on the teeth during consumption. Smilla is known for being a performance-oriented brand that focuses on providing high-quality ingredients at a competitive price point.

As a private label brand, Smilla was developed by and is exclusively sold through the European online pet retail giant zooplus SE. The brand represents a significant part of the retailer's private brand portfolio, which aims to provide specialized nutrition across various life stages and health needs for pets. The production is primarily centralized in Germany to maintain strict European safety and quality standards for animal nutrition.

The ultimate owner of the brand is zooplus SE, headquartered in Munich, Germany. Since its acquisition by the financial investors Hellman & Friedman and EQT Group, the brand has continued to expand its market presence across the United Kingdom and continental Europe. Today, Smilla remains a cornerstone of the zooplus ecosystem, benefiting from the company's extensive digital distribution network.