Eurazeo in Talks to Sell Stake in Ultra Premium Direct to Inspired Pet Nutrition
Deal News | Aug 14, 2025 | Eurazeo
Eurazeo has entered exclusive discussions with Inspired Pet Nutrition (IPN), an entity controlled by CapVest Partners, to sell its stake in Ultra Premium Direct (UPD), a leading online direct-to-consumer pet food company in France. Eurazeo's support has strengthened UPD's market position, expanding its brand and product offerings while improving profitability and market reach. IPN's proposed acquisition of UPD follows its recent acquisition of Sopral and is intended to position IPN as a formidable independent pet food platform in Europe. The transaction underlines Eurazeo's strategy to exit investments profitably, aligning with their track record of high-value exits like Albingia, CPK, and Cognigy. The deal is subject to trade unions' consultations and competition authorities' approval, targeted to complete in Q4 2025.
Sectors
- Pet Food
- Private Equity
Geography
- France – Ultra Premium Direct is a French company, and the transaction is part of the French market.
- United Kingdom – Inspired Pet Nutrition, the potential acquirer of Ultra Premium Direct, is a company that has leading brands in the UK.
Industry
- Pet Food – The article discusses the sale of Ultra Premium Direct, a leading player in the online pet food market, which falls within the pet food industry.
- Private Equity – Eurazeo, a private equity firm, is involved in the transaction, showcasing the activity within the private equity sector.
Financials
- 1.1 billion – Amount represents nearly 14% of exits completed or announced by Eurazeo for its balance sheet year-to-date.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Eurazeo | Seller | Company | Eurazeo is a private equity firm selling its stake in Ultra Premium Direct. |
| Inspired Pet Nutrition (IPN) | Buyer | Company | IPN is a pet food company controlled by CapVest Partners LLP, seeking to acquire Ultra Premium Direct. |
| Ultra Premium Direct (UPD) | Target | Company | UPD is a leading French direct-to-consumer pet food brand being sold to IPN. |
| CapVest Partners LLP | Owner | Company | CapVest Partners LLP is the controlling company of Inspired Pet Nutrition (IPN). |
| Eutopia | Minority Shareholder | Company | Eutopia is one of the minority shareholders in Ultra Premium Direct involved in the sale. |