UK-based Pets Choice has snapped up vegan dog food brand Hownd from domestic peer Power Pet Brands.

Financial details were not revealed.

Lancashire-based Pets Choice is aiming to grow its share of the “premium and advanced nutrition sectors” with this acquisition, according to a statement today (16 July).

Established in 2015, Hownd produces a range of plant-based wet and dry dog food, wellness treats and cruelty-free certified pet-care products. It will join brands such as Webbox, Bob Martin, Felight and TastyBone.

Pets Choice will be taking over the responsibility of sales from 5 August.

Tony Raeburn, CEO of Pets Choice, said: “This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation.

“Hownd will give our company an entrance into the fast-growing plant-based sector and strengthens our commitment to sustainability and animal welfare.”

In May, Pets Choice acquired the Vet’s Kitchen brand from local peer Pets’ Kitchen.

Much of the range sold under the Vet’s Kitchen brand is centred on dry dog and cat food but the line also includes treats, supplements and accessories.

Mark Hirschel and Jo Armit, co-founders of Hownd, said today: “We have taken immense pride over the last decade in building Hownd into a leading and trusted ethical pet care brand.

“The decision to become part of the Pets Choice family is a strategic milestone that aligns perfectly with our vision. We are now excited to see Hownd flourish under Pets Choice's stewardship.”

In 2022, which marks Pets Choice’s most recent reported results via Companies House, the pet-food group turned over £94.9m ($122.9m), up from £79.9m the year before.

It posted an operating profit of £5.8m compared to £3.5m the previous year, and a net profit of £4.7m. This was up from £2.5m in 2021.