The agreement will see Pets Choice take over the responsibility of sales from 5 August 2024, although no financial details of the deal have been shared.
HOWND produces a range of plant-based wet and dry dog food, treats and pet care products. Following the acquisition’s completion, it will join Pets Choice’s family of pet brands including Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.
Supplying partners in the grocery, independent and pet speciality sectors, Pets Choice 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 premiumisation,” said CEO of Pets Choice Tony Raeburn
“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.”
Established in 2015, HOWND products are accredited by Cruelty Free International, PETA, and the Vegan Society.
Commenting on the deal, co-founders Mark Hirschel and Jo Armit said: "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.”
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