Pet Food Manufacturer Vitakraft Cares About Product Information

Product Information Management
Pet Food Manufacturer Vitakraft Cares About Product Information Management

I love cats and I guess millions of pet owners worldwide do everything to ensure their pets are happy, safe and fit. They want to their pets to live a long and healthy life.

Health starts with high quality food. This is why pet owners request to make informed purchases when buying pet food. While the manufacturing, distribution and sale of food for human beings is highly regulated (e.g. the European Food Information Regulation or FDA rules), there is no comparable regulation for pet food defining what type of information must be provided on consumer packaged goods (CPGs). But consumers, like pet owners, have come to expect comprehensive information, for example on ingredients, on the packaging, or when they shop online or in a catalog.

Vitakraft® knows this. No surprise they are one of the leading manufacturers of pet food and among the most successful companies in the pet industry. They produce and sell about 1.2 million items in 50 countries around the world – every day.

Delivering high quality product is of course important to ensure their customers’ loyalty and satisfaction. But in a digital world, it’s also relevant to deliver accurate, complete, and up-to-date product information across all sales channels – like online, catalog or in-store. This is exactly what Vitakraft cares about, so customers can find the right product they are looking for – quickly and easily.


Vitakraft manages a portfolio of more than 3,000 products with different product attributes.

Vitakraft has a portfolio of more than 3,000 products with different product attributes. To manage and share accurate, complete, and media-rich product data across sales channels, the pet food manufacturer uses Informatica MDM Product 360, a Product Information Management (PIM) application that including the 1WorldSync certified GDSN solution to exchange GS1 product data through the GDSN data pool. This ensures Vitakraft’s retailers, distribution partners, and customers get access to the most up-to date product information.
They can now collaborate on product data more efficiently across its departments and locations. Via the Global Data Synchronization Network (GDSN) they can share GS1 related product attributes with retailers and distribution partners.


Heiko Cichala, Team Lead PIM, Vitakraft

“With Informatica’s Product 360 solution, we have significantly simplified and optimized GS1 data exchange with our retailers and distributors,” says Heiko Cichala, Team Lead PIM at Vitakraft. “We’ve also reduced the time it takes to handle GDSN-error protocols from an average of three to a few minutes.”

More results Vitakraft realized with Informatica include:

  • Increased agility and competitiveness with an interactive catalog.
  • Accelerated and improved process efficiency by centralizing access for all international locations and collaborators on Product 360.
  • Eliminated 100% of duplicate entries and redundant processes in product data management.
  • Significantly simplified and optimized GS1 data exchange with retailers and distributors.

Read the complete Vitakraft case study here.