In a significant move within the pet care industry, UK-based company Power Pet Brands has announced the sale of its acclaimed vegan dog food brand, HOWND, to leading manufacturer Pets Choice. Established in 2015, HOWND has carved a niche for itself by offering a diverse range of plant-based wet and dry food for dogs, alongside wellness treats and cruelty-free pet care products. This acquisition marks a pivotal moment for both companies, as Pets Choice will take over HOWND’s sales operations starting August 5.
Expanding Accessibility Through Strategic Acquisition
The acquisition of HOWND by Pets Choice is poised to enhance the brand’s accessibility to consumers significantly. With Pets Choice’s extensive distribution network, HOWND’s products will reach a broader audience, allowing more pet owners to access high-quality, ethical dog food options. This strategic move not only benefits HOWND but also complements Pets Choice’s existing portfolio, which includes well-known brands such as Webbox, Bob Martin, Felight, TastyBone, and Vet’s Kitchen.
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 highlights the growing trend towards ethical and sustainable pet care products, positioning Pets Choice as a leader in this evolving market.
HOWND’s Commitment to Ethics and Sustainability
HOWND has consistently demonstrated its commitment to ethical practices and sustainability, earning accolades along the way. Earlier this year, the brand was recognized as one of the world’s most ethical businesses by the Good Shopping Guide, achieving an impressive score of 98 out of 100. This recognition underscores HOWND’s dedication to environmental impact, animal welfare, and transparency in its operations.
In addition to its ethical credentials, HOWND has been proactive in expanding its product offerings. Just a month after receiving its ethical accolade, the brand launched a new dry food flavor—Pumpkin, Quinoa, and Moringa—within its Plant-Powered Superfood range. This innovative product features Phytodroitin, an algae-based alternative to traditional chondroitin, aimed at supporting joint health in dogs.
Recent Product Launches and Market Expansion
HOWND’s growth trajectory has been impressive, particularly in recent months. In May, the brand introduced three varieties of functional wellness treats at the UK’s largest pet retailer, Pets at Home. This launch followed the successful debut of HOWND’s Plant Powered Superfood range on Pets at Home’s online store, reflecting a broader trend among mainstream pet retailers to embrace ethical and sustainable brands.
The increasing acceptance of plant-based and ethical pet food options in mainstream retail signifies a shift in consumer preferences, with pet owners becoming more conscious of the products they choose for their furry companions. HOWND’s innovative offerings and commitment to ethical practices position it well to capitalize on this growing demand.
A Bright Future Ahead
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 with their vision for the brand’s future. “We are excited to see HOWND continue to flourish,” they stated, indicating their confidence in the brand’s potential under the new ownership.
As HOWND transitions into this new chapter with Pets Choice, the pet care industry watches closely. The combination of HOWND’s ethical foundation and Pets Choice’s robust distribution capabilities is likely to create a powerful synergy that benefits both companies and, most importantly, the pets they serve. With sustainability and animal welfare at the forefront of consumer consciousness, the future looks promising for HOWND as it continues to innovate and expand its reach in the plant-based pet food market.
Pure and Natural Moringa with Utter Nutrition Feed
Moringa is an extremely powerful nutritional food for animals, packed with vitamins, minerals, vital proteins, antioxidants, anti-inflammatory agents and omega oils 3, 6 and 9. Moringa also has a high absorption rate, so your pet absorbs all the nutrients necessary, resulting in: a good digestion strengthening joints, muscles bones, and teeth.
