Pets Choice acquires ‘HOWND’, to extend its reach in the premium sector
Leading manufacturer, Pets Choice Ltd, has agreed to purchase, from Power Pet Brands Ltd, its premium Vegan dog brand, HOWND®, which encompasses food, treats, and pet care products. Pets Choice will be taking over responsibility of Sales as from 5 th 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.
CEO of Pets Choice, Tony Raeburn, comments “This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation.
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”.
Co-founders of HOWND®, Mark Hirschel and Jo Armit comments
“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 continues to expand and bring in additional head count to meet its business demands. The addition of a new brand and other business growth opportunities, mean that further job opportunities will be made available and shared. For more information and to apply, please visit: www.petschoice.co.uk/careers.
For more information about Pets Choice and its family of brands, please visit: www.petschoice.co.uk.
Established in 2015, HOWND® products are accredited by Cruelty Free International, PETA , and the Vegetarian (Vegan) Society. The brand was named as one of the most ethical businesses in the world by The Good Shopping Guide in January 2024, emerging top dog in categories such as environmental impact, animal welfare, and public record with a score of 98/100. The prestigious list of the Top 200 Ethical Companies and Brands recognised HOWND’s commitment to positive ethical practices as they were independently certified through Ethical Accreditation by The Good Shopping Guide. HOWND plant-based nutritionally complete dog food has been included in the Food Tech 500 final ranking by Forward Fooding two years running.
