# Natura Plus Ultra Pet Food

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/natura-plus-ultra-pet-food

- Industry: Consumer Products
- Headquarters: Agen, France
- Website: www.ultrapremiumdirect.com/
- Total disclosed funding: $8.6M
- Latest round: Series A (Mar 23, 2018)
- Investors on record: 2

## About

Based in France, Natura Plus Ultra Pet Food SAS specializes in premium pet food products, focusing on grain-free and low-grain recipes that cater to the natural dietary needs of dogs and cats.Natura Plus Ultra Pet Food SAS is a company dedicated to producing high-quality pet food. Founded in 2013, it is headquartered in Agen, France. The company's founders, Henri Anicet and Matthieu Wincker, have previously founded other ventures. The firm has completed 2 deals, with the most recent being a SECONDARY BUYOUT in March 2021, where it raised EUR 68 million from Eurazeo and Eutopia, bringing the total amount raised to EUR 68 million.Ultra Premium Direct specializes in high-quality pet food products for dogs and cats, focusing on grain-free and low-grain recipes tailored to the natural diets of these animals. The company’s offerings include a range of premium dry kibble and wet food formulations that are rich in essential vitamins and minerals, ensuring a balanced diet for pets. These products are manufactured at their facility located in Agen, in the southwest of France, which positions them well within the European market. Ultra Premium Direct targets pet owners who prioritize nutrition and the well-being of their animals, appealing to a clientele that includes individual consumers and pet retailers across France and other European nations. The company emphasizes its commitment to quality through the careful selection of raw materials, and its products are distributed via direct-to-consumer channels, including a subscription service that ensures convenience and regular supply for pet owners. In October 2025, Inspired Pet Nutrition Ltd., a portfolio company of CapVest, acquired Natura Plus Ultra Pet Food SAS from Eurazeo and Eutopia.

## Funding rounds

- Series A, Mar 23, 2018, $8.6M — Eutopia, Otium Capital

## Investors

- Eutopia (https://capitalatlas.ai/funds/eutopia) — Series A
- Otium Capital (https://capitalatlas.ai/funds/otium-capital) — Series A