Sniffers Pet Care lands fresh investment

Sniffers Pet Care aims to use this fresh, follow-on funding to scale its production capacity, further expand its product range and boost its market presence. 

According to the UK regional business online portal Bdaily, the new round is supported by Sniffers’ senior leadership, including Chief Financial Officer Peter Harrison and Non-Executive Directors Tom Page and George Page.

“We are delighted to have invested further funding in Sniffers Pet Care to support their continued growth at such an exciting time for the business,” says Traditum in a LinkedIn post about the investment.

The PE firm invested £1.75 million (€2M/$2.2M) in the Halifax-based company in 2022 to help it strengthen its established relationships, support the rollout of new brands and product ranges and hire people within its manufacturing and distribution functions. 

The pet supplier’s story started in 1972 when it began operations as a pet store. As of 2023, it employs nearly 40 people and has launched its own flagship pet treat brand, NAW. 

Last year, Leeds Beckett University in the UK developed a 2-year Knowledge Transfer Partnership (KTP) with the company.