We are proud to announce that Alvar Pet Ltd is officially changing its name to VetaPet Group Ltd.
This new name reflects what the company has already become: a fast-growing group of pet health-focused e-commerce brands, brought together by a shared mission to help pets live healthier and longer lives. Under the VetaPet Group umbrella, you’ll find the Alvar Pet nutrition brand, the webstores Kivuton and VetaPet, and a foundation built for future brand launches and acquisitions.
"We see a unique opportunity to lead the transformation of pet health retail across Europe—bringing together veterinary expertise, curated specialty products, and seamless digital experiences under one platform", shares VetaPet Group CEO and co-founder Ilari Haataja.
“Our ambition is to redefine how pet owners access care and quality. By leveraging data, innovation, and a challenger mindset, we’re building a pan-European leader in pet health—rooted in science, powered by technology, and inspired by the love people have for their pets.”
The change to enable our growth strategy
The company was originally founded as Alvar Pet, a brand focused on tailored, high quality and sustainable dog nutrition. With the acquisition of Kivuton, a leading pet health e-tailer, in 2024—backed by growth investor Juuri Partners—the business began to evolve beyond a single brand. The launch of the international VetaPet webstore in early 2025 marked another step on the journey.
Today, the group is no longer just one brand or one product. It’s a growing portfolio of digital channels, expert-driven services, and high-quality offerings—all with pet health at the core. That’s why the company name now aligns with the group’s multi-brand identity and ambitious strategy.
United by a strong foundation
Each brand under the VetaPet Group umbrella serves a different purpose—but they’re all built on the same foundation:
- Mission: We help pets live healthier and longer.
- Vision: We’re building Europe’s leading pet health-focused e-tailer.
- Values: Customer first. Veterinary core. Hunger to grow. Positive force. Our pack.
Whether it’s through science-backed nutrition, trusted veterinary supplies, or a seamless e-commerce experience, every part of our business works toward the same goal: improving the everyday health of pets—and making it easier for people to care for them.
Just getting started
VetaPet Group is expanding across Europe, staying focused on what makes us different: a pet health focus, strong veterinary expertise, and a strategy built for the online-first future.
Stay tuned for new markets, new innovations, and new ways we’re making pet health more accessible.
