Company Overview
About Mammaly
Mammaly is a Cologne, Germany-based premium dog supplement company — backed with €14 million in Series A funding in September 2023 co-led by Iris Ventures (consumer specialist) and Five Seasons Ventures (food tech) with participation from pet industry veteran Attila Balogh — providing 350,000+ dog owners across Europe with veterinarian-developed functional supplement treats in 25+ recipes addressing digestion, joint care, dental hygiene, skin health, and relaxation. Germany's market leader for premium dog supplements, Mammaly differentiates from traditional supplement formats (pills, powders) through palatability-optimized functional treat formats that dogs consume willingly — combining clinical effectiveness with taste appeal that drives owner adherence to supplement regimens. In 2025, Mammaly announced a strategic partnership with Tractive (world's leading smart pet tracker) to measure supplement effectiveness through objective GPS and vital signs data at scale. Founded in 2020 in Berlin by Stanislav Nazarenus and Alexander Thelen. Certified B Corporation.
Business Model & Competitive Advantage
Mammaly's functional dog supplement platform addresses the efficacy and adherence challenges of pet health supplementation: a dog owner managing a senior dog's joint pain or digestive sensitivity needs a supplement that the dog will consistently consume at the correct dose — but traditional supplement formats (flavored powders mixed into food that dogs may reject, or pills hidden in food that savvy dogs retrieve the pill from) create adherence failures that undermine therapeutic outcomes. Mammaly's treat-format supplements (developed with veterinarians to optimize ingredient bioavailability in treat matrix, with flavor profiles verified by pet taste testing) achieve the compliance rates that drive measurable health outcomes — enabling the veterinarian-validated efficacy claims that justify premium pricing versus commodity supplements in German pet specialty retail and DTC channels.
Competitive Landscape 2025–2026
In 2025, Mammaly competes in the European premium pet supplement, functional pet treat, and dog health market with Zesty Paws (US pet supplement, acquired by H&H Group for $610M), Canina Pharma (German veterinary supplements), and Vet-Concept (German veterinary nutrition) for European dog owner premium supplement and functional treat adoption through direct-to-consumer, pet specialty retail (Fressnapf, Das Futterhaus), and veterinary recommendation channels. Iris Ventures' co-leadership reflects DACH consumer brand investment expertise. Five Seasons Ventures' participation reflects food tech and functional nutrition investment conviction. The Tractive partnership (measuring supplement effectiveness against GPS activity data and sleep quality metrics from 10M+ tracker users) creates the evidence base for evidence-based pet nutrition marketing — positioning Mammaly's supplements with quantifiable health outcome data that supports veterinarian recommendation and premium retail positioning. The 2025 strategy focuses on expanding pan-European DTC (UK, France, Netherlands) beyond the core DACH market, building the data-driven personalized supplementation recommendation (using Tractive vital signs data), and growing the veterinary clinic channel for professional recommendation.
The Mammaly Story
Founders
Recent Activity
View all →Foreign Filing filed 2026-09-29
Foreign Filing filed 2026-09-22
Foreign Filing filed 2026-09-17
Foreign Filing filed 2026-09-15
Foreign Filing filed 2026-09-10
Foreign Filing filed 2026-09-08
Foreign Filing filed 2026-09-01
Foreign Filing filed 2026-08-20
Foreign Filing filed 2026-07-15
Company Timeline
Major milestones in Mammaly's journey
Leadership Team
Meet the leaders behind Mammaly
Stanislav Nazarenus
Stanislav Nazarenus is co-founder and CEO of Mammaly, leading the company's vision to become the category leader in functional pet supplements across Europe. His personal experience with aging dogs inspired the creation of Mammaly's science-backed, tasty supplement approach.
Alexander Thelen
Alexander Thelen serves as co-founder and co-CEO, overseeing product development and strategic growth. He brings expertise in creating veterinarian-formulated supplements that address real pet health needs.
Key Differentiators
Emerging Innovator
Mammaly is an emerging player bringing innovative solutions to the Pet Care market.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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