Successful takeover of vegan dog food brand HOWND

UK manufacturer Pets Choice has acquired vegan dog food brand Hownd for an undisclosed sum, in what is described as a very “positive” deal for the future of vegan dog food

The deal will see Hownd co-founders Jo Amit and Mark Hirschel exit the business, with Pets Choice taking over operations and production of the food and treats from August 5.

Pets Choice has an extensive portfolio with brands dating back to 1881, including Davies, Webbox, Bob Martin, Felight, TastyBone and in May they purchased meat-based dog food company Vet’s Kitchen that was started by vet Joe Inglis.

Pets Choice supplies partners in the grocery, independent and pet speciality sectors and ecommerce with high-quality products. It plans to use this latest acquisition to grow its share of the premium and advanced nutrition sectors which will be a very positive move for vegan dog food.

More about Hownd

At the beginning of 2024, HOWND was named one of the world’s most ethical businesses by the Good Shopping Guide, receiving an outstanding score of 98/100. The brand was recognised for its performance in categories such as environmental impact, animal welfare, and public record.

Just a month later, HOWND expanded its Plant-Powered Superfood range with a new dry food in the flavour Pumpkin, Quinoa, and Moringa.

In May, three varieties of HOWND’s functional wellness treats launched at Pets at Home. The launch came just two months after the brand’s Plant Powered Superfood range made its debut on Pets At Home’s online store, as mainstream pet retailers increasingly embrace ethical vegan dog food brands.

Why less investment in vegan dog food brands and the need for Hownd to sell?

Mark Hirschel who was one of the founders of Hownd explains that -“It’s early days with regards to growth in the vegan pet space, and sometimes consolidation can be the driving force between creating a successful brand and a struggling one.”

For vegan pet food makers, the biggest challenge is consumer adoption, he said: “We’ve had decades of marketing and media telling us that dogs need meat, and this just isn’t true. So it takes time for consumers to trust a different way of thinking and see the benefits of a plant-based diet first-hand.

“Lots and lots of education and marketing are needed, and this can be challenging. There’s also a general belief that plant-based is not enticing enough for dogs – but again, this is just not true, and many dogs are choosing the taste of plant-based over other meat alternatives.

“And most importantly, there is price… Generally speaking, it’s more expensive to make a premium plant-based recipe than a meat-based one – this is mostly down to government livestock farming subsidies and also the fact that production costs are higher at factories, as more prep is required to flush and clean the equipment to avoid cross-contamination.”

So what’s next for Hownd, which has raised over £300,000 in funding? “The new owners Pets Choice, will be investing into Hownd by adding more breadth and depth to the product assortment and pushing the brand through more distribution channels,” said Mark Hirschel.

“The Hownd brand of vegan dog food is already well-loved and respected, so now it’s about driving that competitive edge in the marketplace, increasing exposure and bringing in loads of new customers.”

That can only be a good thing for the vegan dog food market!

Article courtesy of Green Queen July 24