Power Pet Brands Sells Award-Winning Vegan Dog Food Brand HOWND to Pets Choice
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 industry manufacturer Pets Choice. This acquisition marks a pivotal moment for both companies, as HOWND continues to expand its reach in the growing market for ethical and sustainable pet products.
HOWND: A Commitment to Plant-Based Nutrition
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. The brand has gained recognition not only for its innovative offerings but also for its commitment to animal welfare and sustainability. As of August 5, Pets Choice will take over HOWND’s sales operations, allowing the brand to leverage Pets Choice’s extensive distribution network.
Expanding Accessibility Through Strategic Acquisition
The acquisition by Pets Choice is poised to enhance HOWND’s market presence significantly. With Pets Choice’s established distribution channels, HOWND’s products will become more accessible to a broader customer base. Pets Choice is already known for its diverse portfolio, which includes well-respected brands such as Webbox, Bob Martin, Felight, TastyBone, and Vet’s Kitchen. This integration will not only bolster HOWND’s visibility but also align it with a manufacturer that shares its values of quality and ethical responsibility.
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. 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.”
Recognized for Ethical Practices
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. This recognition not only highlights HOWND’s commitment to ethical practices but also positions it favorably within a market increasingly focused on sustainability.
Innovative Product Launches
In addition to its ethical accolades, HOWND has been proactive in expanding its product offerings. Earlier this year, the brand introduced a new dry food flavor—Pumpkin, Quinoa, and Moringa—part of its Plant-Powered Superfood range. This innovative product features Phytodroitin, an algae-based alternative to chondroitin, which is known for supporting joint health in dogs. Such advancements demonstrate HOWND’s dedication to providing high-quality, nutritious options for pet owners seeking plant-based alternatives.
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 introduction of the Plant Powered Superfood range on Pets At Home’s online store, indicating a growing acceptance of ethical brands within mainstream pet retail.
A Vision for the Future
Reflecting on the acquisition, HOWND co-founders 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 decision to join the Pets Choice family as a “strategic milestone” that aligns perfectly with their vision for the brand. “We are excited to see HOWND continue to flourish,” they stated, indicating optimism for the future under the new ownership.
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 and ethical pet products. As HOWND integrates into Pets Choice’s extensive network, it is well-positioned to expand its reach and continue its mission of providing high-quality, sustainable nutrition for dogs. With a shared commitment to animal welfare and sustainability, both companies are set to make a lasting impact on the pet care landscape.
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.
