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Market positioning & portfolio

Where Heidi sits, and where the open space is.

Heidi's current funnel converts at the top but breaks at the purchase decision. This deck steps back to the market to decide two things: which category to lead with, and which owner to build for.

2.6% CTR, 72% click-to-view Purchase drop-off Target should skew younger

Every ingredient by name and amount.

The question

Two open decisions.

01

Category

Supplement-led
(drizzle first) Food-first,
supplement as upsell
02

Target owner

Older, habit-driven, vet-referred, rejects subscriptions Young, dog-as-baby, longevity mindset, higher willingness to pay

Landscape, supplements

Supplement positioning.

Mammaly owns the brand love but hides the dose. The transparent brands are all clinical and old. The top-right is empty in DACH.

Europe US ★Heidi Bubble size = monthly price
Europe: Mammaly, YuMOVE, PetLab Co, AniForte, ReaVET, Hunderunde US: Zesty Paws, Pet Honesty, Wuffes, Native Pet, Finn

Landscape, food

Food positioning.

US sits higher on proof. Nobody is supplement-led.

Europe US ★Heidi Bubble size = monthly price
Europe: Butternut Box, Pure Pet Food, Lily's Kitchen, Edgard & Cooper, Pets Deli US: The Farmer's Dog, Ollie, Nom Nom, Maev, Jinx

Portfolio, supplements

Top 5 supplement players, Europe and US.

Europe

MammalySoft-chews plus toppings40-50 EUR, optional sub -20%
YuMOVEJoint tablet30 tabs from 18.57 GBP, sub -20%
PetLab CoProbiotic chews37.44 USD single / 29.95 sub, ~60% retention
AniForteJoint tablets plus salmon oil2-90 EUR, sub -10%
ReaVETSalmon oil plus green-lipped mussel, mono-ingredient11-32 EUR, no sub

US

Zesty Paws8-in-1 soft-chew~25 USD
Pet Honesty10-in-1 soft-chew33 USD
WuffesHip and joint chews45-65 USD
Native PetProbiotic plus bone-broth powderFrom 20 USD
FinnMultivitamin soft-chew34 USD, NASC certified

Portfolio, food

Top 5 food players, Europe and US.

Europe

Butternut BoxFresh cooked2-5 EUR/daySupplement upsell: Yes (secondary)
Pure Pet FoodAir-dried0.89 GBP/daySupplement upsell: No
Lily's KitchenWet and dry plus a new 2025 supplement rangeRetailSupplement upsell: Yes
Edgard & CooperDry plus wet toppersRetailSupplement upsell: No
Pets DeliWet/dry/BARF plus a full supplement line3-90 EURSupplement upsell: Yes (strongest in DACH)

US

The Farmer's DogFresh frozen2-12 USD/daySupplement upsell: No
OllieFresh plus supplement chews4-9 USD/daySupplement upsell: Yes
Nom NomScience-fresh plus probiotics3-6 USD/daySupplement upsell: Yes
★ MaevFrozen raw plus four supplement bars at 39 USD39 USD barsSupplement upsell: Yes (reference case)
JinxKibble plus a squeeze "kibble sauce" topperRetailSupplement upsell: No

Strengths & gaps, supplements

What each does well, where it is exposed.

BrandStrengthWeakness
MammalyStrong brand and genuinely dosedBlackbox per portion, price-per-day trap, no liquid format
YuMOVEExemplary mg transparency and vet trustTablet, no enjoyment, no young premium look
PetLabMg transparency, 60% retention, performance creativeNo DACH, aggressive direct-response feel
WuffesMg on label, funnel blueprint, retail rolloutPercent claims not EU-legal, only trace actives
FinnDesign-first, mg, NASC, closest to HeidiSmall reach, soft-chew not drizzle
HunderundeValues story, 129K IG, Fressnapf shelvesBlackbox dosing, vegan ceiling, ethics over efficacy

Strengths & gaps, food

What each does well, where it is exposed.

BrandStrengthWeakness
The Farmer's DogProves premium price scales with a health frame plus a published studyNo supplement cross-sell, frozen capex
MaevCleanest need-state cross-sell, 39 USD bars are the margin driverFrozen erodes margin, thin community
Pure Pet FoodBest proven unit economics, 36.3M GBP and +66%No supplement upsell, real underdosing, no DACH
Pets DeliClosest DACH analog, VAFO exit proof, retail pathFood-first not supplement-led, corporate-owned
JinxRetail scale as a D2C alternative, squeeze-bottle format analogyNo supplement cross-sell, weaker evidence

Are their channels live in 2026?

Claimed reach is not live reach.

BrandMetaGoogleTikTokInstagramRetail
MammalyUnclearLiveDeadDead since ~Feb 2025Live44KLive
PetLab CoLiveMajor advertiserLiveLive905K shopLive515KLive
HunderundeUnclearLiveDeadDead since ~spring 2025, 169K idleLive129KLive
AniForteUnclearLiveDeadNo DE accountLive13KLive
WuffesLive~2,100 ads verifiedLiveUnclearLive77KLivePetco/PetSmart 2026
MaevLive~170 ads verifiedLiveLive27KLive79KUnclearChewy, weak
Butternut BoxLiveLiveLiveLive137KUnclearMostly DTC
Pure Pet FoodUnclearGB yes, DE zeroLiveUnclear7.7K weakLive66K weakUnclear

The wedge

The transparency gap is the opening.

Declares mg per portion
YuMOVE, PetLab, AniForte, Wuffes, Finn
Partial or obscured
Zesty Paws (proprietary blends), Native Pet (CFU only)
Blackbox
Mammaly, Pet Honesty, Hunderunde

What we learn from

Four brands worth copying, carefully.

US · Cross-sell

Maev

Food plus supplement cross-sell done right. Four bars at 39 USD, need-states mirror the food, likely the highest-margin line.

UK · Economics

Pure Pet Food

Best proven unit economics in the price class, 36.3M GBP and +66%. But no supplement upsell of its own.

DE · Route to scale

Pets Deli

Closest DACH analog, premium DTC plus supplement upsell, acquired by VAFO in August 2026.

US · Brand analog

Finn

Closest brand analog to Heidi, young and design-first and mg-transparent, but soft-chew not drizzle.

The owner

The target owner needs to shift.

Who we reached
(survey skew)

  • Older owner
  • Symptom-driven
  • Loyal by habit and vet referral
  • Rejects subscriptions
  • Pays 2-5 EUR/month for supplements
  • Buys as a check-mark

Who we should
build for

  • 25 to 40, urban
  • Dog as a family member
  • Longevity and prevention mindset
  • Higher willingness to pay, switch-ready
  • Buys the brand and its values
  • Responds to transparency and design

This is where Finn and Maev play, and DACH has barely covered it.

The decision

Where do we go next?

Unclaimed in DACH: proven mg-transparency, a loved premium brand, a treat/drizzle format, and the young dog-as-baby owner.
01

Sharpen supplement-led

Keep the drizzle, pivot positioning to mg-transparency, the young owner, and TikTok. Cheapest, but sauce demand is still unproven.

02

Food-first with supplement upsell

Premium food builds trust and subscription lock-in, drizzle becomes the high-margin upsell, the Maev model. More capital, stronger retention base.

03

Hybrid

Drizzle as a cheap acquisition hook and content format, food as stage two once customer data exists.

Which owner do we build for first?