Pets Choice has agreed to buy the Hownd brand from Power Pet Brands Ltd.
Hownd offers a wide range of wet and dry dog food, wellness treats, and cruelty-free certified pet care products made from exclusively plant-based ingredients.
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.
Co-founders Mark Hirschel and Jo Amit 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 excited to see Hownd continue to flourish.”
Pets Choice will assume responsibility for Hownd sales from August 5, 2024, when the acquisition will join the company’s portfolio of pet brands, which include Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.
Pets Choice ceo Tony Raeburn added: “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 all the more accessible to all. Hownd will complement our existing portfolio of growing brands entering us into another growing premium sector of the market.”
