Operating two sites in the UK, the pet food producer has doubled its sales value in the past five years, an achievement that has been driven by organic growth and the acquisition of Pet Food UK in 2021.
Richard Page, grandson of founder James R Page, took over as chair from his father Bill Page in 2006, when the business was the home of mass market brand Wagg. Fast forward to 2024, and IPN is home to a series of brands including Wagg, Harringtons, Barking Heads, Meowing Heads and AATU.
In 2007, IPN invested in the Real Pet Food Company, which is now home to the manufacturer’s treats kitchen and wet food plant. A year later, it launched the natural dog food brand Harringtons, which is now the largest dry dog food brand sold in mass markets and also now serves the wet dog, wet cat and treat pet categories.
Private equity firm L Catterton became the majority shareholder in 2015 and triggered the business to rebrand as IPN, before selling to current majority shareholder CapVest in 2020. Launching an organic and acquisition-led growth strategy under CapVest, IPN acquired Pet Food UK in 2021, home to premium brands Barking Heads, Meowing Heads and AATU.
Commenting on the journey to this point, Page recalled a time when access to capital was limited and the family was forced to “bet on ourselves”.
“Hitting the £200 million sales mark is such a milestone for Inspired Pet Nutrition, but we always look ahead,” Page continued.
“Our financial forecast for the next five years is to more than double the business through both organic growth, by continuing to democratise the areas where we can offer the consumers better value, and M&A. Alongside this, the coming years will see more waste removed from packaging and the supply chain, improved customer service and a focus on growing our brands into new sub-categories – especially wet feeding and treats.”
Page explained that the firm hopes to become one of the top three pet food manufacturers in the UK.
“We need to acquire more businesses and optimise the strength of our leading brands as they stretch into adjacent categories,” he added.
“Bringing new brands and manufacturing capabilities into the IPN platform will allow us to strive for even better pet nutrition that’s accessible to all.”
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