What’s Pets Choice’s strategy to position itself in the premium pet food sector?

Pets Choice has agreed to acquire the vegan dog brand HOWND from its current owner, Power Pet Brands.

The pet food manufacturer will take over sales responsibilities from 5 August and wants to expand its footprint in the premium and advanced nutrition sectors.

According to the company, HOWND’s portfolio of plant-based wet and dry dog food, wellness treats and cruelty-free certified pet care products will help it position itself in the premium pet food sector.

“HOWND will give our company an entrance into the fast-growing plant-based sector and strengthen our commitment to sustainability and animal welfare,” says Tony Raeburn, CEO of Pets Choice.

The company recently acquired Vet’s Kitchen to expand its capabilities in the premium category.

Customers and market presence

Pets Choice will leverage the brand’s loyal customer base and market presence, while HOWND will expand market visibility through the company’s expansive distribution network.

Established in 2015 in Hertfordshire, HOWND offers its products in direct-to-consumer (DTC) portals and e-commerce platforms such as Amazon and other retailers. Its products are certified by Cruelty Free International, PETA and the Vegan Society.