About Ultra Premium Direct
Ultra Premium Direct is a Consumer company based in Estillac (France) founded in 2013 by Matthieu Wincker, and was acquired by Inspired Pet Nutrition in August 2025. It manufactures and markets pet food products. Ultra Premium Direct has raised $8.63 million across 1 funding round from investors including Eurazeo, Inspired Pet Nutrition and Eutopia. Its website ultrapremiumdirect.com draws about 462 thousand monthly visits. Ultra Premium Direct offers products and services including Croquettes for Dogs, Croquettes for Cats, Friandises for Dogs, and Pâtées for Cats. Its focus areas include Retail, Pet Tech, Pet Supplies Ecommerce and Food. Its legal entity is Natura Plus Ultra Pet Food.
Company details
Ultra Premium Direct manufactures and markets pet food products. Its product offerings include feed, cereal-free croquettes, kibble, candies, and treat for dogs, lamb, and cats. It also offers grooming products for animals. Its products can be purchased on a subscription basis. Its products can be purchased online through the website. The company delivers its products in France, Belgium, and Luxembourg.
- Headquarters Estillac, France
- Founders Matthieu Wincker
- Stage Acquired
- SectorsConsumer
- Website category Pets and Animals · Pet Food and Supplies
- Email••••••••
- Phone•••• ••••
- Website ultrapremiumdirect.com
- Social LinkedIn X Facebook Instagram YouTube
- Acquired by Eurazeo (Mar 2021)
- Legal Name Natura Plus Ultra Pet Food
- Total Equity Funding$8.63M (USD)
in 1 rounds
- Latest Funding Round$8.63M (USD), Series A
Mar 2018
- InvestorsEurazeo
& 3 more
- Acquired by
Products & Services of Ultra Premium Direct
Ultra Premium Direct offers a comprehensive portfolio of products and services, including Croquettes for Dogs, Croquettes for Cats, Friandises for Dogs, and Pâtées for Cats.
Premium dog croquettes with natural ingredients for balanced nutrition
High-quality cat croquettes tailored to specific needs and health
Natural treats for dogs to supplement daily diet
Wet food options for cats with premium ingredients
Apps and channels of Ultra Premium Direct
its YouTube channel Ultra Premium Direct has 1.52K subscribers and 30 videos.
Videos from Ultra Premium Direct
The most watched videos on Ultra Premium Direct's YouTube channel, Ultra Premium Direct (1.52K subscribers). Click a video to play it here.
More on Ultra Premium Direct.
Funding Insights of Ultra Premium Direct
Ultra Premium Direct has successfully raised a total of $8.63M through 1 strategic funding round. The most recent funding activity was a Series A round of $8.63 million completed in March 2018. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $8.63M
- Total Rounds 1
- Last Round Series A — $8.63M
- First Round $8.63M
(Mar 2018)
- Investors Count 2
All 1 funding rounds of Ultra Premium Direct with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Mar 2018 | $8.63M | Series A | – | Eutopia |
4 investors in total: 4 institutional.
Investors in Ultra Premium Direct
Ultra Premium Direct has secured backing from 4 investors, including venture fund investors. Prominent investors backing the company include Eurazeo, Inspired Pet Nutrition and Eutopia.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
A private equity firm focused on purpose-driven emerging brands. | 2015 | eutopia.vc | France | |
Venture capital fund focused on multiple sectors | otiumcapital.com | Paris, France | ||
Private equity and debt investments are managed across multiple sectors. | 1969 | eurazeo.com | Paris, France | |
Pet foods for dogs and cats are manufactured and branded. | 1923 | ipn.co.uk | Topcliffe, United Kingdom |
Investor details for Ultra Premium Direct
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Ultra Premium Direct
1 people are tracked at Ultra Premium Direct (1 in leadership).
| Name | Role | Group |
|---|---|---|
Matthieu Wincker | Founder & President | Leadership |
Complete people profiles for Ultra Premium Direct
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Ultra Premium Direct
4 dated milestones of Ultra Premium Direct across 12 years, from founding to its latest funding, stage changes and deals.
- Founded Ultra Premium Direct is founded.
- Funding First funding round of $8.6M.
- Exit Acquired by Eurazeo.
- Exit Acquired by Inspired Pet Nutrition.
Web traffic of Ultra Premium Direct
The website of Ultra Premium Direct (ultrapremiumdirect.com) receives about 462.2K visits a month and ranks #107,138 among all websites worldwide, #645 in Pet Food and Supplies.
- Monthly visits462.2K
▲ 10.9% vs previous month
- Unique visitors195.9K
per month
- Global rank#107,138
among all websites
- Category rank#645
Pets and Animals · Pet Food and Supplies
- Bounce rate44%
- Pages per visit3.4
- Average visit2 min 18 sec
- DevicesDesktop 19% · Mobile 81%
Websites whose visitors overlap most with Ultra Premium Direct. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
zooplus.fr | zooplus.fr | 100% | #20,218 | – | |
| zoomalia.com | 85% | 1.4M | #37,591 | View details | |
bitiba.fr | bitiba.fr | 81% | #148,741 | – | |
| vetostore.com | 76% | 355.9K | #110,089 | View details | |
brekz.fr | brekz.fr | 74% | #228,829 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Ultra Premium Direct
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
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Related news about Ultra Premium Direct
Complete news archive for Ultra Premium Direct
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Frequently Asked Questions about Ultra Premium Direct
Ultra Premium Direct was founded in 2013 and raised its 1st funding round 5 years after it was founded.
Ultra Premium Direct is headquartered in Estillac, France. It is registered at Estillac, Lot-et-garonne, France.
Ultra Premium Direct is a funded company, having raised a total of $8.63M across 1 funding round to date. The company's 1st funding round was a Series A of $8.63M, raised on Mar 2018.
Ultra Premium Direct manufactures and markets pet food products. Its product offerings include feed, cereal-free croquettes, kibble, candies, and treat for dogs, lamb, and cats. It also offers grooming products for animals. Its products can be purchased on a subscription basis. Its products can be purchased online through the website. The company delivers its products in France, Belgium, and Luxembourg.
Ultra Premium Direct offers Croquettes for Dogs, Croquettes for Cats, Friandises for Dogs, and Pâtées for Cats.
Ultra Premium Direct has 4 investors. Key investors include Eurazeo, Inspired Pet Nutrition, Eutopia, and Otium Capital.
Ultra Premium Direct operates through Natura Plus Ultra Pet Food.
Yes. Ultra Premium Direct was acquired by Eurazeo in March 2021.
The website of Ultra Premium Direct receives about 462 thousand visits a month and ranks #107,138 among all websites worldwide.