YORKSHIRE, UNITED KINGDOM — Private equity Traditum announced its £1.75 million ($1.9 million USD) investment in Sniffers Pet Care on Sept. 23. According to Sniffers, the funding will allow it to build its existing relationships and support the launch of new pet brands and products.
Founded in 2012, Sniffers specializes in natural pet treats and owns several brands, including: Buffalo Natural Dog Treats, Bow Wow Dog Snacks, Monster Chocs, Walter Smith and Vitapol. Sniffers’ products span offal treats, pizzle, jerky, dog-friendly chocolate, treats for birds and small companion animals, and more. The company’s retail presence includes Pets at Home, Jollyes and hundreds of independent retail stores.
Sniffers plans to use the funding to expand its manufacturing and distribution personnel at its production site in Halifax, United Kingdom.
“We have transformed our business over the past three years, focusing on new, high-quality product lines which cater for dog owners looking for a more natural product for their pet,” said Simon Brown, chief executive officer of Sniffers. “I’m hugely proud of the business my family and team have built, and it’s been exhilarating to see such a rapid increase in sales with household name retailers.
“The investment from Traditum will allow us to roll out a new brand proposition and continue our growth in an increasingly fast-moving sector,” Brown added. “The team brings in-depth knowledge of managing scaling businesses, and I look forward to working with them to build on our success.”
According to Traditum, the UK’s pet food industry is estimated to be worth £3.3 billion ($3.6 billion USD) and shows no signs of declining as pet ownership continues to increase. The United Kingdom’s dog population is currently estimated at 10.2 million, with about 27% of UK adults owning at least one dog, according to the People’s Dispensary for Sick Animals (PDSA), a vet charity for pets in need.
“The UK is a nation of pet lovers who care about the quality of what they feed their pets,” said Iain Marlow, head of investments at Traditum. “Simon and his team have established Sniffers as one of the leading suppliers of natural pet food in the highly competitive UK market.
“At Traditum we are looking for business that have a strong management team, with values that align to ours in terms of integrity and aspiration and Sniffers more than ticked all our boxes,” Marlow added. “Their dedication to quality, innovation and reliability has enabled them to secure relationships with some of the largest retailers in the United Kingdom. Our investment will enable the business to build on its established position, expand operational capabilities and deliver new brand and product propositions.”
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