Edgard & Cooper acquired by Häagen-Dazs owner
Edgard & Cooper, a pet food company from Flanders, known for its premium offerings, has been acquired by General Mills, the parent company of Häagen-Dazs ice cream. This marks a significant milestone in Edgar & Cooper’s eight-year journey.
The acquisition, undisclosed in terms of price, reflects the company’s rapid growth trajectory, transitioning from a startup to a profitable enterprise with a turnover of 100 million euros. Under the new ownership, Edgard & Cooper will serve as General Mills' platform for expanding its presence in Europe, leveraging its established brand and market position.
Innovation Fuels Success
The company's success story originates from the innovative vision of its founders, Koen Bostoen, Louis Chalabi, and Jürgen Degrande, who identified a gap in the pet food market and introduced recipes with premium ingredients such as fresh meat, vegetables, and herbs. This approach propelled Edgard & Cooper into the premium segment, distinguishing it from traditional offerings and attracting a loyal customer base across 13 countries. Financial backing from investors like DLF Venture and The Craftory facilitated its growth, with investments totaling approximately 50 million euros.
A taste of fame
Despite initial hurdles and financial losses, Edgard & Cooper achieved profitability, marking a significant milestone in its evolution. The company's appearance in the popular Netflix series 'Emily in Paris' further boosted its brand visibility, paving the way for expanded market reach across Europe.
A bright future ahead
As it enters this new phase under General Mills' stewardship, Edgard & Cooper remains dedicated to providing nutritious and natural food for pets. With products available in over 15,000 outlets and a commitment to sustainability and charitable causes, the company is poised for continued growth and success in the dynamic pet food market.
Reported by newspaper ‘De Tijd’
