Ghostdog Pets, based in the UK, launched its first brand, Sync, at PATS 2025 in Birmingham, England.
Ghostdog Pets said it focuses on insect protein formulations and plans to expand its brand portfolio over the next 18 months through organic growth and targeted mergers and acquisitions. The company's team includes co-founders with backgrounds in pet retail, nutrition and fast-moving consumer goods marketing, all joining in 2025.
Sync will be available for pre-orders starting September 2025, with full consumer availability in January 2026.
Company appointments
The company has appointed industry veteran Paul van der Raad as group senior vice president & chief commercial officer, effective October 1. Van der Raad brings more than 30 years of leadership experience across the global pet industry, including CEO roles at Vital Petfood Group, Best Friend A/S, Henne Pet Food and Petbuddy Group. He also served in a global new business development leadership role at Protix.
At Ghostdog Pets, van der Raad will handle commercial strategy, retail partnerships, and commercial growth, beginning with the launch of Sync, a functional nutrition brand for sensitive dogs.
Rankin has also appointed Joanna Botwood as chief marketing officer to lead marketing and innovation. Botwood brings experience leading FMCG businesses and building sustainable brands.
