AlphaPet acquires premium dog treat brand JR, marking second UK expansion

AlphaPet acquires premium dog treat brand JR, marking second UK expansion

The German online player acquired the UK treat company for an undisclosed sum and may help sell its products abroad.

European e-commerce distributor AlphaPet Ventures acquired JR Pet Products, a treat manufacturer based in Wales. The company did not disclose the financial details of the transaction.

The investment cost an undisclosed sum from AlphaPet’s existing shareholders, outside investors and private equity.

AlphaPet owns and partners with direct-to-consumer and business-to-business brands across Europe, including names like Wolfsblut and Wildes Land.

Now, it has added JR to its portfolio, which produces treats, toppers and mixes for dogs that are marketed as natural foods. The company focuses heavily on meat and fish ingredients, with products ranging from duck pâté to ostrich bones.

Expanding footprint

AlphaPet believes that the investment can expand JR’s reach beyond its market in the UK.

“Leveraging AlphaPet’s distribution network, marketing expertise and economies of scale will unlock additional growth opportunities for JR, particularly in international markets,” a company spokesperson tells GlobalPETS.

However, the Munich-based firm confirms there won’t be any immediate change to the distribution of JR’s products. It will maintain much of its operational independence, with founders Jon and Becky Davies remaining Managing Directors.

The strategy

AlphaPet relies heavily on mergers and acquisitions to drive growth. Officials say the company’s strategy is to go for “local hero brands” with premium products that have established followings in their category and geographic region.

“The acquisition of JR Pet Products, a market-leading brand that operates in a resilient, high-growth segment, is a perfect match to this strategy,” they say.

JR has been the fourth acquisition since 2020, the second in the UK. In 2022, it took over the natural food brand Arden Grange.