Dog food brand with insect protein; trademark rights in the EU, UK, USA, Shopify
Premium dog food brand with insect protein; trademark rights in the EU, UK, USA, online store and Amazon presence
Business model:
The brand sells dog food directly to end customers through its own online store as well as via Amazon across the EU. Its core product is a dry dog food made with insect protein as the only animal protein source, available in two pack sizes and offered both as a one-time purchase and as a subscription.
The economic strength of the business lies in its subscription model. Dog food is a recurring essential purchase with a predictable consumption cycle. Once dog owners find a food their dog tolerates well, they are unlikely to switch. This creates a model where customer acquisition happens once, while revenue can continue on a recurring basis. The subscription system, payment processing, shipping with tracking and returns, as well as invoicing and accounting exports, are already automated within the shop system.
A second major growth opportunity is the product range depth. In addition to the dry food, five complementary feed formulas have already been fully developed for gut, joints, skin and coat, and dental care, along with one snack product. One of these products has already been launched. Complementary feed offers significantly higher margins than dry food and can be sold to existing customers who are already ordering, while also appealing to a broader audience because supplements can be used independently of the main food. This creates the potential to increase revenue per customer without additional advertising costs.
Production is fully outsourced to established pet food manufacturers in Bavaria and North Rhine-Westphalia. There is no in-house production, no machinery, no employees, and no lease agreements. Ongoing fixed costs are limited to software subscriptions and brand administration. The business can scale through larger production batches rather than capital-intensive investment.
Current status: Sales have been paused following the sell-through of the last production batch. A buyer would restart with a new production run, while the entire infrastructure before and after production is already in place.
Reason for the asking price
The asking price is not based on a multiple of current profit. Instead, it is positioned below the cost required to recreate this setup from scratch today. A buyer would otherwise need to commission the following independently:
Word mark in the EU, UK and USA including legal support €8,000
Corporate design: logo, color and font system, tone of voice, claim architecture €15,000
Packaging design across multiple products €8,000
Product and lifestyle photography, video for web, social and Amazon €8,000
Shop setup including subscription engine, payments, shipping, returns, accounting export €25,000
Amazon Brand Store and A+ Content for the EU region €4,000
Editorial content, SEO, customer e-book, product copy €2,000
Development of six formulas including coordination with manufacturers €10,000
Total approx. €80,000
In addition, there is one important factor that cannot simply be purchased: trademark registrations typically take between six and eighteen months depending on the authority, and formula development with manufacturers requires a similar timeline. Building a brand from the initial concept to the first market-ready production batch realistically takes twelve to eighteen months. By acquiring this business, a buyer can move directly into production instead.
Market validation already completed
Beyond the setup costs alone, around €70,000 was invested in marketing tests and product validation during 2022 and 2023. This phase is complete, and the results are included in the handover:
Advertising accounts with historical data, configured tracking, and a mature pixel so a buyer does not start with a new account without history
Tested ad creatives and messaging with associated performance metrics, showing which positioning worked and which did not
Benchmark data on customer acquisition costs and the channels that perform for this product
Real customer product validation: the food was sold, fed, and reviewed, meaning dog acceptance, tolerance, and repeat purchase behavior are based on actual results rather than assumptions
Insights from the product line extension: one complementary feed product was already launched and demonstrated that the brand has potential beyond dry food
The value of this position does not lie only in the amount invested, but in the fact that a buyer does not need to pay for the same learning curve a second time. Anyone building a new dog food brand typically spends similar amounts before knowing whether dogs will accept the product and which channels can acquire customers effectively. Those questions have already been answered here.
Not included, and explicitly stated:
There is no inventory and currently no ongoing revenue. That is exactly why the price is below replacement cost rather than above it. Buyers seeking an established brand with active cash flow will not find that here. Buyers looking for a protected, fully designed, and technically built brand with strong community appeal, and who want to add their own volume on top, are effectively acquiring twelve to eighteen months of development time below production cost.
Acquisition is possible either as a purchase of the company shares, with the debt-free GmbH holding all rights already, or as an asset deal for the brand and assets alone.
Tech Stack
Shop system: Shopify (hosted, SaaS) with a custom theme. No own server infrastructure, no own code stack, and no developer required for ongoing operations. Technologies in the theme: Liquid (Shopify template language), HTML, CSS, JavaScript. Customizations are possible without framework knowledge. Shopify apps and integrations: – Subscription engine: Recharge – Payment processing: Shopify Payments, PayPal – Email marketing with automated flows: Klaviyo – Invoicing and accounting export (DATEV-compatible): Sufio, Pathway – Shipping, shipment tracking, and returns with German shipping service providers: DHL + integration (API) with a professional logistics provider (Versandmanufaktur) for full automation – Reviews: Reviews.io (inactive) Marketplace: Amazon Seller Central with Brand Registry, Brand Store, and A+ Content for the EU region. Marketing and social: Meta Business Manager with connected channels, Google Analytics, Google Search Console. Design and assets: Layout and packaging files. Font system Adieu (display) and Poppins (body text). Open source files for the logo, packaging, and layouts are included in the handover package. Trademark registrations (DE, UK, USA). Domains: Main domain plus additional top-level domains. Handover: All access credentials will be transferred. Ongoing subscription costs for the services used are in the low three-digit range per month.
Key Competitors
Marketing Channels
Meta, Google, Amazon
Markets
Germany, Austria
Target Group
End customers are dog owners in the premium price segment who choose food deliberately instead of just picking it up at the supermarket. Three groups with different purchase motivations: 1. Owners of dogs with feed intolerances (commercially the strongest group). Insect protein is a novel protein that the dog has not previously had contact with - which makes it suitable for elimination diets. These owners are actively looking for a solution, are price-insensitive, and do not switch food again once it works. This creates the high repurchase rate that supports the subscription model. 2. Environmentally conscious owners, around 28 to 50 years old, urban, predominantly DACH. The purchase motive is the significantly lower resource consumption of insect protein compared to beef or chicken. This group responds to content and argumentation rather than discounts, and can be reached well through search engines and social media. 3. Owners of older dogs. Additional needs in joints, digestion, skin, and dental care - the target group for the supplementary feed line and for cross-selling to the existing customer base. Geography: Previous sales have been predominantly in Germany and Austria through the company’s own shop as well as Amazon in the EU area. The intellectual property rights also cover the United Kingdom and the USA, where the insect segment is more developed than in Germany. Existing base: Around 1,000 data-protection-compliant email contacts from previous operations with reactivation potential. Untapped: Specialist retail, animal naturopaths, and veterinarians as a recommendation channel, as well as sales outside the German-speaking region. Both are open to an acquirer.
Monetization
Sale of dog food products
Monthly Costs
Shopify approx. €180; Marketing depends on the strategy for each channel
Weekly Workload
During ongoing operations after a repeat production run, realistically 10 to 15 hours per week for marketing, content, Amazon maintenance, and customer contact. Order processing, invoicing, shipping, and accounting export are automated through the shop system and are not part of this workload.
Reasons for Selling
The reason is time and private challenges, not the market. As the sole shareholder and managing director, I run the company alongside other professional commitments. A brand in this development phase needs continuous attention. Reproduction, product range launch, marketing, and this continuity are things I am currently unable to provide in my private life. Rather than letting the brand slowly become outdated, I am placing it in hands that have the time for it. Explicitly not the reasons: There are no liabilities, no pending legal disputes, no conflict with manufacturers or service providers, no complaints from authorities, and no unresolved ownership issues regarding trademarks, designs, domains, or content. The company is debt-free, and the intellectual property rights have been granted and paid for. Current status, to be completely honest: There is no inventory in stock. The last batch reached its best-before date and was sold off, which is why distribution is currently paused. A buyer takes over with fresh production instead of inherited inventory - shop, payment processing, subscription system, and Amazon presence are in place and ready to be handed over.
Marketing Channels
Meta, Google, Amazon
Markets
Germany, Austria
Target Group
End customers are dog owners in the premium price segment who choose food deliberately instead of just picking it up at the supermarket. Three groups with different purchase motivations: 1. Owners of dogs with feed intolerances (commercially the strongest group). Insect protein is a novel protein that the dog has not previously had contact with - which makes it suitable for elimination diets. These owners are actively looking for a solution, are price-insensitive, and do not switch food again once it works. This creates the high repurchase rate that supports the subscription model. 2. Environmentally conscious owners, around 28 to 50 years old, urban, predominantly DACH. The purchase motive is the significantly lower resource consumption of insect protein compared to beef or chicken. This group responds to content and argumentation rather than discounts, and can be reached well through search engines and social media. 3. Owners of older dogs. Additional needs in joints, digestion, skin, and dental care - the target group for the supplementary feed line and for cross-selling to the existing customer base. Geography: Previous sales have been predominantly in Germany and Austria through the company’s own shop as well as Amazon in the EU area. The intellectual property rights also cover the United Kingdom and the USA, where the insect segment is more developed than in Germany. Existing base: Around 1,000 data-protection-compliant email contacts from previous operations with reactivation potential. Untapped: Specialist retail, animal naturopaths, and veterinarians as a recommendation channel, as well as sales outside the German-speaking region. Both are open to an acquirer.
Monetization
Sale of dog food products
Monthly Costs
Shopify approx. €180; Marketing depends on the strategy for each channel
Weekly Workload
During ongoing operations after a repeat production run, realistically 10 to 15 hours per week for marketing, content, Amazon maintenance, and customer contact. Order processing, invoicing, shipping, and accounting export are automated through the shop system and are not part of this workload.
Reasons for Selling
The reason is time and private challenges, not the market. As the sole shareholder and managing director, I run the company alongside other professional commitments. A brand in this development phase needs continuous attention. Reproduction, product range launch, marketing, and this continuity are things I am currently unable to provide in my private life. Rather than letting the brand slowly become outdated, I am placing it in hands that have the time for it. Explicitly not the reasons: There are no liabilities, no pending legal disputes, no conflict with manufacturers or service providers, no complaints from authorities, and no unresolved ownership issues regarding trademarks, designs, domains, or content. The company is debt-free, and the intellectual property rights have been granted and paid for. Current status, to be completely honest: There is no inventory in stock. The last batch reached its best-before date and was sold off, which is why distribution is currently paused. A buyer takes over with fresh production instead of inherited inventory - shop, payment processing, subscription system, and Amazon presence are in place and ready to be handed over.
Launch date
July 2022
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- Published on 11.08.2026
- Seller last active this week