Based in Germany, Vitakraft is a leading manufacturer of pet food and one of the most successful companies in the pet industry. Every day about 1.2 million Vitakraft products are produced and sold in 50 countries around the world. 

Vitakraft is a leading manufacturer of pet food
“Three key reasons why we chose Informatica MDM - Product 360 were the fully configurable user interface, the ability to combine text and images together, and to review and make edits within a channel preview screen before publishing.”

— Heiko Cichala, Team Lead PIM, Vitakraft


Business Need

Enable customers to find products quickly and easily to drive customer satisfaction and revenue.

Maintain complete product information across all sales channels.

Empower employees to deliver media-rich content where and when it’s needed.



Efficiently deliver product data across departments, locations, and sales channels.

Supply online, catalog, and retail outlets with complete, accurate, media-rich product information in real time.

Provide employees self-serve access to a centrally managed media database.

Simplify and speed up GDSN data exchange.


Solutions & Results

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.

Reduced time to handle GDSN-error protocols from an average of three days to a few minutes.


Products & Services

MDM Product 360

Product 360 enables business users to efficiently acquire, manage, and publish accurate product information to all channels.

Informatica GDSN Accelerator for MDM - Product 360

The Informatica GDSN Accelerator is an add-on to Product 360 that synchronizes product data based on GS1 standards.

Success Stories


Informatica MDM - Product 360 and Informatica Data Quality power Wasco’s Product Information Management implementation


Unilever provides rich, online product content to drive customer preference and increase purchase decisions.


Using Informatica MDM – Product 360 as an effective and centralized resource for customer intelligence and high quality product information.