Inspired Pet Nutrition acquires super-premium pet food company Pet Food UK
The UK pet and treat company acquires internationally active Pet Food UK with brands like ‘Barking Heads’ and ‘Meowing Heads’.
Pet Food UK was founded in 2009 has built up strong customer loyalty with its quality products and distinctive branding.
James Lawson, CEO of IPN, said: “We are very excited to acquire PFUK, which is highly complementary to our business and our values. This acquisition is consistent with our vision to create a unique portfolio of loved and sustainable pet care brands helping make quality pet care affordable and accessible to all. PFUK brings to IPN highly recognized super and uber-premium brands with a strong digital presence to augment our strong product portfolio and distribution channels. We are impressed by the great progress of PFUK in recent years and we look forward to welcoming the team and further supporting the company to continue to grow.”
Piper Investment Director, Rory Gibbs, said: “We are very proud of the team we helped to build at Pet Food UK. Through our partnership with them we were able to deliver significant growth, doubling sales and developing the brand into a digital first business. At investment only 10% of sales in the UK came from digital channels. This has increased to nearly 60%, with 30% of revenue coming from international markets. The interest in Pet Food UK is testimony to the appeal of its brands (Barking Heads, Meowing Heads and AATU), the quality of its pet food and the work done in recent years to build a loyal customer base. We are delighted to see Pet Food UK join IPN, who share its values and commitment to the high-standards of product quality, innovation and sustainability, and we know the company and its brands will continue to flourish under their ownership.”
Plans
IPN was acquired by international investment firm Capvest in December 2020, with the idea of pursuing a ‘buy-and-build’ strategy. This acquisition is the first step of an ambitious growth strategy, which will see IPN build scale and internationalize over the coming years.
Kate Briant, CapVest Partner said: “Pet Food UK is a fantastic addition to IPN which helps broaden and supplement our offering. It adds high quality brands to the portfolio, creates access to new segments and geographies and unlocks more distribution channels to further enhance our growth prospects. We are very pleased to support IPN with its first step in what we hope will be an active acquisition-led growth strategy.”