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Vegan Dog Food Brand HOWND Sells to Prominent Manufacturer Pets Choice – Vegconomist – texasagpress

In a significant move within the pet food industry, UK-based company Power Pet Brands has announced the sale of its multi-award-winning vegan dog food brand, HOWND, to leading manufacturer Pets Choice. This acquisition marks a pivotal moment for both companies, as HOWND continues to expand its reach in the growing market for plant-based pet products.

A Brief History of HOWND

Founded in 2015, HOWND has quickly established itself as a frontrunner in the vegan pet food sector. The brand offers a diverse range of plant-based wet and dry food for dogs, alongside wellness treats and cruelty-free pet care products. HOWND’s commitment to sustainability and animal welfare has resonated with pet owners, leading to a loyal customer base and numerous accolades.

As of August 5, Pets Choice will take over HOWND’s sales operations, allowing the brand to leverage Pets Choice’s extensive distribution network. This transition is expected to make HOWND’s products significantly more accessible to customers across the UK and beyond.

The Benefits of the Acquisition

The acquisition by Pets Choice is poised to benefit HOWND in several ways. With Pets Choice’s established distribution channels, HOWND products will reach a broader audience, enhancing visibility and sales potential. Pets Choice is known for its diverse portfolio, which includes well-known brands such as Webbox, Bob Martin, Felight, TastyBone, and Vet’s Kitchen. By joining this family of brands, HOWND is set to strengthen its market presence and further its mission of promoting ethical pet care.

Tony Raeburn, CEO of Pets Choice, expressed enthusiasm about the acquisition, stating, “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 strengthen our commitment to sustainability and animal welfare.” Raeburn’s vision for the future includes leveraging HOWND’s established market presence and loyal customer base to solidify Pets Choice’s position as a leader in the pet care industry.

Recognition and Recent Developments

HOWND’s reputation as a leader in ethical pet care was recently underscored when it was named one of the world’s most ethical businesses by the Good Shopping Guide. The brand received an impressive score of 98/100, reflecting its strong performance in areas such as environmental impact, animal welfare, and public record.

In early 2023, HOWND expanded its Plant-Powered Superfood range with the introduction of a new dry food flavor: Pumpkin, Quinoa, and Moringa. This innovative product features Phytodroitin, an algae-based alternative to chondroitin, which is known for supporting joint health. Such developments highlight HOWND’s commitment to providing high-quality, nutritious options for dogs.

Moreover, in May, HOWND launched three varieties of functional wellness treats at the UK’s largest pet retailer, Pets at Home. This launch followed the earlier introduction of HOWND’s Plant Powered Superfood range on Pets at Home’s online store, showcasing the growing acceptance of ethical brands in mainstream pet retail.

A Vision for the Future

The co-founders of HOWND, Mark Hirschel and Jo Amit, expressed their pride in building HOWND into a trusted ethical pet care brand over the past decade. They view the acquisition by Pets Choice as a “strategic milestone” that aligns perfectly with their vision for the brand’s future. “We are excited to see HOWND continue to flourish,” they stated, emphasizing their confidence in Pets Choice’s ability to support HOWND’s growth.

Conclusion

The sale of HOWND to Pets Choice represents a significant development in the pet food industry, particularly within the growing sector of plant-based products. As HOWND integrates into Pets Choice’s extensive network, it stands poised to reach new heights while maintaining its commitment to sustainability and animal welfare. This acquisition not only benefits HOWND but also reinforces Pets Choice’s position as a leader in the evolving landscape of pet care. With a shared vision for the future, both companies are set to make a lasting impact on the industry and the lives of pets and their owners.




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