The UK-based Pets Choice has acquired premium vegan dog brand HOWND from Power Pet Brands. Beginning August 5, Pets Choice will be responsible for HOWND's line of food, treats and pet care products.
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 premiumization," said Tony Raeburn, CEO of Pets Choice. "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, said Raeburn." HOWND will complement our existing portfolio of growing brands entering us into another growing Premium sector of the market," he said.
Co-founders of HOWND, Mark Hirschel and Jo Armit said they 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," they said.
