Case Study: Vitakraft achieves centralized, media-rich product information and faster GDSN exchange with Informatica MDM – Product 360

Vitakraft Improves Operational Efficiencies and Collaboration on Product Information

Vitakraft, a leading pet-food manufacturer selling more than 3,000 products in 50 countries through 5,000+ retailers, faced fragmented product information across multiple systems. Data silos and duplicated records forced manual reconciliation, slowed channel publishing, and made it hard to provide media-rich, up-to-date product details (including GDSN submissions) to retailers and customers.

Vitakraft implemented Informatica MDM – Product 360 with the Informatica GDSN Accelerator to centralize PIM and digital-asset management, enable multi-language self‑service, and synchronize source systems like CRM and online storefronts. The result: streamlined catalog publishing, elimination of duplicate entries, simplified GS1/GDSN exchange, and a reduction in GDSN-error handling time from about three days to minutes—improving efficiency, collaboration, and time-to-market.

Vitakraft

Heiko Cichala

Team Lead PIM