Pets Choice to expand footprint in the premium pet food vet sectors after acquisition

Pet food manufacturer Pets Choice recently acquired premium pet food brand Vet’s Kitchen, which is owned by Pets’ Kitchen. The Lancashire-based firm is expected to take over sales responsibilities from 1 June 2024.

According to the company, the addition will allow it to “divest” its pet food division while “maintaining an ongoing association.” Vet’s Kitchen will benefit from Pets Choice’s distribution network through the acquisition.

Pets Choice is expected to grow its market share in the premium and advanced nutrition sectors, which it currently supports as a supply partner for grocery, independent, pet specialty and e-commerce players. 

“Our expertise in growing brands perfectly complements Vet’s Kitchen’s use of professional insight in its product formulations, and we believe this acquisition will act as a real partnership and deliver even better premium food for pets,” says Tony Raeburn, CEO at Pets Choice.

Vet’s Kitchen will join Pets Choice’s brand portfolio of Webbox, Bob Martin, Felight, TastyBone and B-Calm brands. 

Boosting vet business

Raeburn adds that the acquisition will allow the company to “continue its drive” in both product premiumization and the vet sector.

GlobalPETS learns that a long-term collaboration between the 2 brands is expected to help Vet’s Kitchen formulate “hypoallergenic and naturally nutritious food” after combining specialist knowledge and in-house expertise.

Pets’ Kitchen recently opened its second, “state-of-the-art” veterinary practice, Vet’s Klinic, in Reading, 70 km (43 miles) west of London. 

It is expected that Pets Choice will benefit from the collaboration as it will receive consultation services regarding new product development and recipe updates and also have opportunities to expand the reach of its veterinary network through sales.