HPO "Full-scale Entry into Pet Food Business with Copenhagen Recipe"

[Asia Economy Reporter Hyunseok Yoo] HPIO, owner of the premium health functional food brand 'Denps,' announced on the 26th that it has established a subsidiary, Copenhagen Recipe, to officially launch a food business focused on pet food and supplements.

HPIO has already completed consultations with European raw material suppliers to enter the related market and has also made equity investments in a pet O2O platform company to expand distribution channels. Since the commercialization has progressed significantly, the company plans to launch products in the second half of this year.

HPIO has been preparing to enter the pet food business for several years after receiving proposals from top global raw material suppliers. While operating its health functional food business, HPIO possesses networks in Europe, including raw material suppliers and manufacturers, which it plans to leverage to enter the pet market.

An HPIO official stated, "The pet food market grows by more than 10% annually, but domestic food conglomerates struggle because consumers prefer imported brands. HPIO utilizes Europe-based raw materials and manufacturing networks, so our products are competitive even compared to imports, and we are promoting the business with the goal of entering major overseas markets beyond the domestic market."

He added, "Since the health functional food brand 'Denps' is positioned as a high-end premium brand based in Northern Europe, this premium positioning will continue in the pet market as well. Northern Europe is the region where the concept of 'organic' first originated globally, rich in natural and eco-friendly clean food ingredients, and culturally prioritizes care for pets, which will greatly help in building the pet brand."

This content was produced with the assistance of AI translation services.