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.
Established in 2015, HOWND offers a range of plant-based wet and dry food for dogs, along with wellness treats and cruelty-free pet care products. Pets Choice will assume responsibility for HOWND’s sales from August 5.
Through the acquisition, HOWND will benefit from Pets Choice’s extensive distribution network, making its products significantly more accessible to customers. The brand joins the manufacturer’s existing portfolio, which includes Webbox, Bob Martin, Felight, TastyBone, and Vet’s Kitchen.
“This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation,” said Pets Choice CEO Tony Raeburn. “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.”
“Strategic milestone”
At the beginning of the year, HOWND was named one of the world’s most ethical businesses by the Good Shopping Guide, receiving an outstanding score of 98/100. The brand was recognised for its performance in categories such as environmental impact, animal welfare, and public record.
Just a month later, HOWND expanded its Plant-Powered Superfood range with a new dry food in the flavour Pumpkin, Quinoa, and Moringa. The product contains Phytodroitin, an innovative algae-based alternative to chondroitin (a supplement said to support joint health).
In May, three varieties of HOWND’s functional wellness treats launched at the UK’s biggest pet retailer, Pets at Home. The launch came just two months after the brand’s Plant Powered Superfood range made its debut on Pets At Home’s online store, as mainstream pet retailers increasingly embrace ethical brands.
“We have taken immense pride over the last decade in building HOWND into a leading and trusted ethical pet care brand,” said HOWND co-founders Mark Hirschel and Jo Amit. “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.”
