Alvar Pet is a Finnish D2C premium dog food brand founded in October 2019 by Ilari Haataja (CEO), Henna Söderholm (DVM, Head of R&D, PhD candidate), Hanna Lemmetti (CMO), and Sini Saalasti. Built on the premise that science-backed, transparently sourced Nordic ingredients can meaningfully extend dogs’ healthspan. In March 2024, Finnish PE firm Juuri Partners acquired a majority stake, simultaneously facilitating the acquisition of Kivuton. Combined annual revenues surpassed €10M by 2024. The parent entity was renamed VetaPet Group Oy in May 2025. Alvar Pet serves 50,000+ dog households across Finland, Sweden, and Denmark.