Yorkshire-based Burgess Pet Care is extending its reach in Northern Europe after strengthening its partnership with distributor FS Petcare AB. The move will see the company’s Excel range of small animal foods launched across Denmark, Sweden, Finland and Norway.
FS Petcare AB, already distributing Burgess products in Sweden, will now carry an expanded portfolio of Excel products throughout the wider region. The range, established more than 25 years ago, was among the first premium foods designed for rabbits, guinea pigs, rats, ferrets and chinchillas. Developed by vets and nutritionists, the recipes are formulated to provide balanced nutrition and support animal health.
The full selection, including Excel Long Stem Feeding Hay, Excel Dandelion & Marigold Feeding Hay and Excel Nature Snacks, will be available via retailers and veterinary practices. The first stage of rollout is already underway.
Mark Womersley, Managing Director at Burgess Pet Care, said: “Small animal products are one of the fastest-growing categories in the global pet market. Combining Burgess’ science-backed nutrition with FS Petcare AB’s local expertise and extensive retail network allows us to expand access to our high-quality feeding hay and carefully formulated nutrition.
“With training from Burgess’ nutritional experts and close collaboration with the Excel marketing team, FS Petcare AB is equipped to provide practical support, helping drive real improvements in small animal health and wellbeing throughout Scandinavia.”
The collaboration forms part of Burgess’ wider international strategy to build brand recognition and strengthen its presence in global markets.
Sheila Nguyen Lind, CEO at FS Petcare AB, commented: “We’re incredibly excited to bring Excel closer to the whole Scandinavian retail network. We’re not just distributing the brand, we’re investing in its growth.
“We want to support our retail partners in delivering the highest standards for their customers and pets. By drawing on Burgess’ specialist expertise, this partnership addresses gaps in small animal nutrition and enables retailers to provide research-backed guidance for pet care.”
Burgess describes the deal as a major step forward for its Excel range in the Nordic region, supporting accessibility, expert service and long-term growth.
