Swedencare

Swedencare's story began with a groundbreaking discovery in the 1970s by the Swedish dentist Dr. Sune Wikner, who noticed significant improvements in his patients' oral health linked to a specific type of seaweed. This discovery prompted further investigations, resulting in the establishment of Swedencare in 2000, with a focus on developing ProDen PlaqueOff® and its innovative solutions for pet dental health. For many years, the business was built around the ProDen PlaqueOff® product family, leveraging its strong brand and long market presence to establish a global distribution network across all continents in a fragmented and locally-based market. Since its early days, Swedencare has experienced continued growth and profitability year after year. In 2014, new ownership and a revised business plan set the stage for more rapid expansion, with increasing marketing and sales and a stronger, wider global presence. This momentum led to acquisitions that extended our distribution network and diversified our product offerings. During 2020-2022, several key acquisitions were made to broaden exposure in the veterinary and digital channels, particularly in the North American market — the largest pet market in the world. In addition, several investments and acquisitions have been made in recent years to expand and enhance our capabilities in product development and production. In recent years, Swedencare has entered a phase of strong integration and growth, leveraging synergies from acquisitions to expand our product portfolio and strengthen our global presence. A key development has been the expansion of soft chew production in Europe, now established in the UK and Ireland, boosting capacity and flexibility. Strategic acquisitions have further diversified our offerings and supported our commitment to innovation and quality. Collaboration across group companies has driven successful product launches, reinforcing Swedencare’s position as a trusted leader in pet health.