Vet’s Kitchen will join the likes of Webbox, Bob Martin and TastyBone in Pets Choice’s stable of pet food brands. The sale of its pet food division will allow Pet’s Kitchen concentrate on the development of its clinical veterinary practices under its Vet’s Klinic Brand.
The sale will not only grow Pets Choice’s of the premium and advanced nutrition sectors, but also increase its reach within the veterinary channel.
Premium partnership
Tony Raeburn, chief executive of Pets Choice, said: “Our expertise in growing brands perfectly complements Vet’s Kitchen’s use of professional insight in its product formulations, and we believe this acquisition will act as a real partnership and deliver even better premium food for pets.
“The acquisition will also mean customers and listings alike will benefit from Pets Choice’s distribution network, making Vet’s Kitchen products all the more accessible to all. Vet’s Kitchen will complement our existing portfolio of growing brands entering us into the Premium sector which is extremely exciting.”
A long-term collaboration agreement between the two companies will see Pet’s Choice benefit from Vet’s Klinic’s professional expertise, providing consultation services regarding new product development and recipe updates.
The two businesses will also work together to deliver Vet’s Kitchen’s pet clubs activity in the future.
Pet food division
Pets’ Kitchen managing director Laura Shears added: “We have just opened our second, state of the art, ‘Vet’s Klinic’ veterinary practice in Reading and we have been seeking to divest our pet food division whilst maintaining an ongoing association.
“We are delighted that we can hand over the Vet’s Kitchen brand to Pets Choice and to continue with a collaboration agreement for the long-term benefit of both companies. We look forward to seeing the Vet’s Kitchen brand go from strength to strength under Tony’s fantastic team.”
Meanwhile, global manufacturer General Mills has completed the acquisition of European pet food brand Edgard & Cooper for an undisclosed sum.
