US direct-to-consumer dog-food brand Happy Howl has received investment from Mars to support its “next phase of growth and product innovation”.
Mars, the owner of brands including Pedigree, Royal Canin and Whiskas. has made the investment through its Mars Companion Fund.
Go deeper with GlobalData
In 2023, Mars participated in the seed funding round of Bundle x Joy, another US pet food start-up.
Happy Howl’s funding round also saw participation from Michelson Found Animals, Darco Capital, Visible Ventures, and private investors, the Philadelphia-based company said in a statement.
While the “gently cooked, shelf-stable meals” producer did not disclose the financial details of the transaction, Colin Buckley, the founder and CEO of Happy Howl, told Just Food, the company is “well-capitalised for the next phase of growth”.
Buckley described Mars as “an ideal partner for our next chapter,” citing its “deep domain expertise in pet care and nutrition”, along with its “track record of helping brands scale responsibly”.
Happy Howl plans to use the capital across several areas.
For D2C growth, the company will focus on “strengthening its e-commerce infrastructure and scaling its customer acquisition strategies”.
While specific revenue figures remain under wraps, Buckley, Happy Howl’s largest shareholder, said the company has grown at a “strong” CAGR and is supported by “exceptional customer retention with over 30% of customers remaining active for at least 12 months”.
At present, 90% of sales are D2C, with the remaining 10% generated via retail.
Retail expansion is another focus for Happy Howl.
Its products are listed with CVS and “several high-growth independents”, the CEO said, adding: “With this round, we’re expanding distribution and deepening retail relationships, with upcoming launches and reset conversations already underway with several national and regional retailers in independent specialty. We are also launching on Chewy in May.”
Happy Howl also plans to invest in new product development, including “innovative new recipes and formats” designed to meet evolving consumer and canine needs.
Looking ahead, Happy Howl is aiming for a tenfold increase in monthly revenue by the fourth quarter of 2025.
The business is already profitable, according to Buckley, who attributes this to “strong unit economics, a disciplined approach to growth, and a clear focus on sustainable scale”.
Production is outsourced to allow the company to concentrate on R&D, marketing, and customer experience while retaining control over sourcing, formulation, and quality standards.
