Mars backs DTC pet food brand Happy Howl
The Philadelphia-based startup plans to scale operations and expand product offerings.
Mars Petcare has invested in Happy Howl, a direct-to-consumer (DTC) pet food company, with the aim to scale the company’s operations, deepen retail partnerships and expand its e-commerce presence.
While financial terms were not disclosed, the company’s founder Colin Buckley admits that Happy Howl is now well-capitalized” for the next phase of growth. He describes Mars as “an ideal partner for our next chapter,” citing the company’s “deep domain expertise in pet care and nutrition” and its “track record of helping brands scale responsibly.”
In a LinkedIn statement, Happy Howl notes that the investment marks “a major step forward – enabling us to scale operations, expand distribution, deepen strategic partnerships and continue building strong relationships with customers who believe in our mission of redefining dog years.”
The investment has been done through the Mars Companion Fund and includes the participation of Michelson Found Animals, Darco Capital and Visible Ventures.
More about Happy Howl
Happy Howl offers a range of dog meals – including Tasty Turkey Feast, Lamb Delight and Grandma’s Beef Stew – made without preservatives or fillers. Their shelf-stable format provides added convenience for pet owners, removing the need for refrigeration.
The company’s inception was inspired by Buckley and his adopted husky, Rocky, who struggled with allergies and digestive issues. The CEO began experimenting with homemade, whole-ingredient recipes, eventually building a full-scale pet nutrition company.
Mars Petcare announced earlier in the year that Happy Howl was going to be part of its new cohort in its Petcare Venture Accelerator, which aims to nurture startups that are changing how pet care is delivered.
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