How AYLA Is Redefining Premium Pet Nutrition Across Europe

From One Dog's Health Problem to a Fast-Growing Pet Food Brand [Rzeczpospolita]

At Commly, we enjoy working with brands that combine a strong business story with a genuine mission. Over the past months, we've been supporting AYLA in communicating its growth journey across business, lifestyle and consumer media, helping the company share its vision for premium pet nutrition with a wider audience.

One of the latest milestones was a feature highlighting AYLA's growth and international ambitions. What started as a personal search for better nutrition for a beloved dog has evolved into one of the most interesting premium pet food brands emerging from Poland.

A Business Built Around a Real Problem

AYLA was born from a challenge faced by its founders, Sawrina and Mirek Woś. Their Irish Setter, Ayla, struggled with health issues and refused to eat many of the products available on the market. Looking for a natural, highly nutritious and easy-to-digest alternative led them to freeze-dried nutrition.

What initially solved a problem for one dog eventually became the foundation of a business built around a simple idea: pet food quality should start with the quality of the ingredients, not with marketing claims.

Today, that philosophy continues to define the brand's positioning as it expands across Poland and international markets.

Premium Means More Than Technology

The growing popularity of freeze-dried products has made freeze-drying itself a symbol of quality in the eyes of many consumers. AYLA argues that the reality is more nuanced.

The technology can preserve nutritional value, taste and texture, but it cannot improve poor-quality ingredients. For that reason, the company places equal emphasis on sourcing and production standards. Its products are manufactured in Poland using high-quality meat, without artificial fillers, preservatives or unnecessary additives.

As consumer awareness continues to grow, transparency and ingredient quality are becoming increasingly important differentiators across the pet food industry.

Growth Driven by Trust

Over the years, AYLA has built a business that combines both B2B and direct-to-consumer channels. The company has sold more than 300,000 products to date, while its average basket value has increased from approximately PLN 82 to nearly PLN 200.

Revenue exceeded PLN 2.1 million in 2025, with around 80% of sales generated through distributors, specialist stores and veterinary channels. Equally important is the growing share of returning customers, which currently represents nearly half of the company's customer base.

These numbers reflect a broader trend visible across the pet care industry: owners are increasingly willing to invest in higher-quality nutrition when they see tangible benefits for their animals.

Looking Beyond Poland

AYLA is now preparing for its next stage of growth. The company has already established an early presence in markets such as Germany, Sweden, France and Ireland, while also securing distribution partnerships in Greece.

Beyond Europe, the brand recently signed a cooperation agreement in Dubai, opening access to one of the world's fastest-growing premium pet care markets.

At the same time, AYLA is expanding its product portfolio. New offerings include products based on red meat as well as nutrition solutions designed for small mammals such as rabbits, hamsters and guinea pigs.

The Pet Food Market Is Maturing

AYLA's growth reflects a much broader shift taking place across Europe. Pet owners increasingly view nutrition as a key contributor to animal health, longevity and overall well-being. Spending on pet nutrition has more than doubled across Europe over the last decade, while demand for transparency and ingredient quality continues to rise.

As the market evolves, brands capable of combining premium ingredients, scientific understanding and consumer education are likely to be among the biggest beneficiaries of this trend.

AYLA is positioning itself as one of those brands.

Originally published by Rzeczpospolita.

Read the full article here.