Eurazeo Brands, the division of Eurazeo focused on high growth, differentiated consumer brands, has signed an exclusivity agreement under which it will invest EUR68 million in Ultra Premium Direct as a majority shareholder.

Eurazeo is investing alongside co-founders Sophie Wincker and Matthieu Wincker and Eutopia, existing minority shareholder via Otium Consumer, which would reinvest in the transaction via its new fund.

Laurent Droin, Managing Director of Eurazeo Brands, says: “The pet food category benefits from very attractive underlying trends towards pet humanisation, premiumisation and search for quality and transparency.”

Sophie Wincker and Matthieu Wincker, Co-founders of Ultra Premium Direct, say: “We are thrilled by Eurazeo’s investment into the company. Ultra Premium Direct was a pioneer in the pet food category and has become a leading player in France.”

Read more at Private Equity Wire