Online petfood distributor AlphaPet Ventures has bought premium dog treat brand JR Pet Products as the latest addition to its growing stable of companies in the space.
The acquisition is AlphaPet’s fourth since 2020 as it looks to become a leading provider of premium petfood.
It is known for digitising the pet market and building premium brands through multichannel distribution and an emphasis on direct-to-consumer sales.
Its portfolio includes Wolfsblut, Wildes Land, Arden Grange and Herrmann’s Manufaktur.
Carmarthenshire-headquartered JR Pet Products was founded in 2012 and manufactures a range of natural dog chews and treats. Its founders, Rebecca and Jonathan Davies, will stay on as managing directors. The brand distributes products via its own direct-to-consumer shop, as well as through business partners.
“Our partnership with the AlphaPet team marks an exciting new chapter for JR Pet Products,” said Jonathan Davies. “Together, we look forward to building on the strength of the brand, supported by our trusted suppliers and customers, to achieve our growth goals in the years ahead.”
Advisory firm Quantuma worked with JR Pet Products on the sale to AlphaPet.
Petcare is booming in the UK, with Brits spending an extra £10.4m on products last year, according to The Grocer’s Top Products report.
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