Pets Choice acquires vegan dog food brand

Blackburn-based pet food manufacturer Pets Choice has acquired the vegan brand HOWND from Power Pet Brands.

HOWND, established in 2015, specialises in plant-based wet and dry dog food, wellness treats, and cruelty-free certified pet care products.

Its 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. 

Pets Choice will take over responsibility for sales from early August. It supplies partners in the grocery, independent, and pet speciality sectors and ecommerce and  plans to use this latest acquisition to grow its share of the premium and advanced nutrition sectors. 

HOWND joins its portfolio which includes Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.

Tony Raeburn, CEO of Pets Choice, said: "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”. 

Mark Hirschel and Jo Armit, co-founders of HOWND, 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."