Champion Petfoods was founded in 1979, formerly known as Champion Feed Services Ltd., an animal feed company established in Canada in 1975. Champion Pet Food currently owns the world-renowned high-end pet food brands Orijen and Acana.

The company has been engaged in pet food exports since the 1990s. So far, the products of Desire and Ikena have been sold to more than 90 countries around the world, with more than 700 employees, and are sold in the United States, Canada, Europe, It has offices in major markets such as China and 3 factories in Canada and the United States.

Data shows that the Crave brand will be recognized by the majority of pet owners in 2022. Achieved terminal revenue of US$460 million, a year-on-year increase of 5.3%, and the revenue CAGR from 2012 to 2021 reached 11.8%. The Aikena brand achieved terminal revenue of US$440 million, a year-on-year increase of 5.9%, and the revenue CAGR from 2012 to 2022 was 9.2 %. From the perspective of regional distribution, the revenue of the Aspiration brand mainly comes from the North American and Asia-Pacific markets, with North American/Asia-Pacific terminal revenue accounting for 55.7%/30.3% respectively, while Aikenna's revenue mainly comes from the local market, with North American terminal revenue accounting for 82%. %.

Champion Pet’s Desire and Ikena brands are both high-end natural pet food brands, and their prices are generally more than twice that of ordinary pet food. Among them, Desire mainly focuses on the ultra-high-end market (the sales price in the Chinese market is 140-300 yuan/kg, of which the average price of cat food exceeds 200 yuan/kg, and the average price of dog food exceeds 140-220 yuan/kg), while Aiken takes While maintaining the high-end positioning of the brand, it pays more attention to product cost-effectiveness.

We believe that the rapid success of the Crave and Ikena brands is due to:

1. Adhere to the biologically appropriate feeding concept and select high-end raw materials. Desire and Ikena insist on strict control over the selection of raw materials in terms of product positioning, and use biological feeding concepts as their promotional selling points. They focus on high-protein products, which well cater to the development boom of China's cat economy (cats have higher demand for protein). ). Compared with competing products that add fresh meat + meat powder at the same time, the top five raw materials of Aspiration's products are all fresh meat, with the meat content generally ranging from 75% to 90%; the meat content of Aikena's products generally ranges from 55% to 65% % (the top three raw materials of competing products at the same price mostly contain grains), and the meat content is generally higher.

Both Aspiration and Alkena insist on using fresh raw materials to make products. The raw materials are all sourced from the United States or Canada. The company has a close relationship with raw material suppliers and adheres to strict standards in selecting raw material suppliers. The current cooperation with many raw material suppliers has lasted for decades. Confidence in the quality of raw materials has led Champion Pets to include images of suppliers (e.g. fishermen catching food, photos of ranches, etc.) in many advertising and promotional materials.

In the processing process, the company insists on abandoning substitution work, and maintain product advantages through advanced technology. Champion Pet Food has a total of three factories, two of which are located in Alberta, Canada, and one factory in Kentucky, the United States. Each factory has approximately 80,000 square feet (approximately 7,400 square meters) of fresh raw material processing space. In terms of production technology, the company maintains food nutrition through multi-stage dehydration and small-batch freeze-drying, while conducting 360-degree reviews of all ingredients, processes and handling processes to ensure world-class quality, safety and working environment.

2. With strong R&D support, the product series continues to be upgraded. Champion Pet Food has an advanced product R&D innovation center with a strong R&D team and the most advanced laboratory technology to continuously improve products to meet the complex nutritional needs of pets and verify the long-term safety of food with tests that exceed AAFCO3 and FEDIAF4 standards. sex. The company insists on conducting verification tests on all products, and at the same time relies on its research and development capabilities to carry out research and development of biological products, and continues to update and iterate products under this concept. At present, the company has added categories such as wet food, high-protein biscuits and freeze-dried foods to its original product portfolio, and has also launched functional and life-stage formulas in its dry food product portfolio.