Burgess Pet Care has more than 30 years’ experience in small animal nutrition
An East Yorkshire-based pet food firm is expanding its product reach into Scandinavia at the same time as bringing home an international award. Burgess Pet Care is strengthening its partnership with FS Petcare AB, a leading distributor of pet products in the Nordic region, which currently distributes for Burgess in Sweden.
The new partnership will see an extended range of Burgess Excel products, including the latest product development, across the entire Scandinavian region, taking in Denmark, Finland and Norway. Burgess Excel, one of the first premium foods for small animals, established over 25 years ago, has been carefully developed by vets and nutritionists for rabbits, guinea pigs, rats, ferrets, and chinchillas.
The complete Excel portfolio, including feeding hays and nature snacks, will be available across retailers and veterinary practices throughout the region, with the first phase of rollout already under way. Mark Womersley, managing director at Burgess Pet Care, based at Pollington, near Goole, said: “Small animal products are one of the fastest-growing categories in the global pet market.
“Combining Burgess’ science-backed nutrition with FS Petcare AB’s local expertise and extensive retail network allows us to expand access to our high-quality feeding hay and carefully formulated nutrition. With training from Burgess’ nutritional experts and close collaboration with the Excel marketing team, FS Petcare AB is equipped to provide practical support, helping drive real improvements in small animal health and wellbeing throughout Scandinavia.”
This partnership is part of a broader international strategy for Burgess, aimed at strengthening its presence in key global markets, building brand recognition, and delivering consistent, high-quality service to customers worldwide. Sheila Nguyen Lind, CEO at FS Petcare AB, said: “We’re incredibly excited to bring Excel closer to the whole Scandinavian retail network.
“We’re not just distributing the brand, we’re investing in its growth. We want to support our retail partners in delivering the highest standards for their customers and pets.
“By drawing on Burgess’ specialist expertise, this partnership addresses gaps in small animal nutrition and enables retailers to provide research-backed guidance for pet care.” Burgess Excel, which has over 30 years of expertise in small animal nutrition, was also recognised recently as the Leading Small Animal Brand at PetFair Asia 2025 in Shanghai.
PetFair Asia, the leading pet industry platform in Asia, was held at the Shanghai New International Expo Center, with over 2,500 exhibitors from 90-plus countries. The event aims to showcase innovations, future trends, and expanding markets in the global pet industry.
The award was determined through a combination of consumer votes for favourite brands and final judging by a panel of industry experts. Burgess Excel was selected from 99 exhibitors in the small animal and reptile category, highlighting its strong reputation among both pet owners and professionals across Asia.
Kelly Leary, international manager at Burgess Pet Care, said: “Burgess has been exporting its products across Asia for well over a decade. As a British brand with a long history, we ensure that the welfare and care of pets remains at the heart of everything we do.
“This includes designing high-quality products that meet the specific needs of animals and providing owners with the right tools and education to give their pets the very best care. The new award recognises our continued commitment to innovation, quality, and excellence in pet care.”