BLACKBURN, UNITED KINGDOM — English pet food manufacturer Pets Choice Ltd. announced July 16 it will acquire vegan dog brand HOWND® from Power Pet Brands Ltd., effective Aug. 5. The acquisition will include the brand’s dog food, treats and pet care products.
“This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumization,” said Tony Raeburn, chief executive officer of Pets Choice. “HOWND will give our company an entrance into the fast-growing plant-based sector and strengthen our commitment to sustainability and animal welfare. We look forward to leveraging HOWND’s established market presence and extensive and loyal customer base, further solidifying our position as a leader in the pet care industry.”
Pets Choice distributes its products to grocery, independent and pet specialty stores, as well as through e-commerce. The company aims to grow its share of premium and advanced nutrition products through the acquisition of the HOWND brand.
“The acquisition will also mean customers and listings alike will benefit from Pets Choice’s distribution network, making HOWND products significantly more accessible to everyone,” Raeburn added. “HOWND will complement our existing portfolio of growing brands entering us into another growing premium sector of the market.”
HOWND and its portfolio of plant-based wet and dry dog food, wellness treats and cruelty-free certified pet care products will join Pets Choice’s family of brands including Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen, which the company recently acquired in May.
“We have taken immense pride over the last decade in building HOWND into a leading and trusted ethical pet care brand,” said HOWND Co-founders Mark Hirschel and Jo Armit. “The decision to become part of the Pets Choice family is a strategic milestone that aligns perfectly with our vision. We are now excited to see HOWND flourish under Pets Choice’s stewardship.”
The addition of the HOWND brand provides Pets Choice with the potential to expand its business and to provide additional employment opportunities within the company.
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