Pets Choice, a UK-based pet care company, has announced the acquisition of the premium vegan dog brand HOWND from Power Pet Brands. Effective today, Pets Choice will oversee HOWND’s extensive line of food, treats, and pet care products.
HOWND, known for its comprehensive range of plant-based wet and dry dog food, wellness treats, and cruelty-free certified pet care products, will join Pets Choice’s diverse portfolio. This acquisition adds to Pets Choice’s existing brands, including Webbox, Bob Martin, Felight, TastyBone, and Vet’s Kitchen. Pets Choice supplies high-quality products to partners in grocery stores, independent retailers, pet specialty sectors, and e-commerce platforms. With HOWND now part of its family, Pets Choice aims to expand its presence in the premium and advanced nutrition markets.
Tony Raeburn, CEO of Pets Choice, expressed enthusiasm about the acquisition. “This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumization,” he said. “HOWND will provide our company with an entry into the rapidly 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.”
Raeburn highlighted the benefits of Pets Choice’s distribution network for HOWND’s customers and listings. “HOWND will complement our existing portfolio of growing brands, introducing us to another expanding premium sector of the market,” he added.
HOWND co-founders Mark Hirschel and Jo Amit expressed their pride in building HOWND into a trusted ethical pet care brand over the last decade. “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.
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