UK-based pet food manufacturer Pets Choice has acquired dog food brand ‘HOWND’ to extend its reach in the premium sector. The company stated that it will be taking over sales responsibility for the HOWND brand from August 5, 2024.
Pets Choice Ltd, one of the leading pet food manufacturers based in the UK, has agreed to purchase Power Pet Brands Ltd’s premium Vegan dog brand, HOWND®, which encompasses food, treats, and pet care products. Pets Choice will be taking over responsibility of Sales from 5th August 2024.
HOWND®, the multi award-winning brand, has been dedicated since its inception to enhancing the health and wellbeing of dogs without causing harm to other animals.
HOWND, which offers a comprehensive range of plant-based wet and dry dog food, wellness treats, and cruelty-free certified pet care products, will now join Pets Choice’s family of pet brands offerings, including Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.
Pets Choice supplies partners in the grocery, independent, and pet speciality sectors and ecommerce with high-quality products in a variety of formats. It plans to use this latest acquisition to grow its share of the premium and advanced nutrition sectors.
“This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation,” says CEO of Pets Choice, Tony Raeburn. “HOWND will give our company an entrance into the fast-growing plant-based sector and strengthens 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.”
“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. HOWND will complement our existing portfolio of growing brands entering us into another growing Premium sector of the market,” Raeburn adds.
Co-founders of HOWND®, Mark Hirschel and Jo Armit comment: “We have taken immense pride over the last decade in building HOWND into a leading and trusted ethical pet care brand. 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.”
Pets Choice points out that it continues to expand and bring in additional head count to meet its business demands. According to the company, the addition of a new brand and other business growth opportunities, mean that further job opportunities will be made available and shared.
