Pet Munchies acquired by Assisi Pet Care
The latest acquisition of Pet Munchies is said to ‘perfectly complement’ the natural positioning of all Assisi’s brands
Pet Munchies Holdings Limited, the owner of the Pet Munchies premium natural dog and cat treats brand, has been sold to Assisi Pet Care for an undisclosed sum.
Pet Munchies was founded by entrepreneur Suzanne Rothman in 2008, and has experienced strong growth due to its natural ingredients and “innovative” product range.
Assisi Pet Care, which was founded in 2020 by Peter Mangion in partnership with Harwood Capital Management, has also delivered significant and rapid growth in pursuit of its buy-and-build strategy and has brands like Hollings and Hi-Life in its UK portfolio as well as the Maced brand in Poland.
The latest acquisition of Pet Munchies is said to “perfectly complement” the natural positioning of all Assisi’s brands whilst broadening the company’s reach into new distribution channels.
Suzanne Rothman, Pet Munchies founder, said: “Building Pet Munchies into a leading UK treat brand has been a great and rewarding journey and we have made lots of pet owning friends along the way.
“We are now excited about our new chapter with Assisi Pet Care. The opportunity will give access to many more pet owners and the ability to widen our markets. I would like to thank everyone who has supported the business to date and we’re grateful to BDO for the team’s expertise and hard work on this deal.”
Peter Mangion, Assisi CEO, added: “We are delighted that Suzanne has entrusted Assisi with Pet Munchies and look forward to welcoming Suzanne and her team to our growing company.
“Under Suzanne’s leadership, the team at Pet Munchies has done a terrific job of building the brand to where it is today and we are very pleased to be adding those people, as well the brand itself, to our existing structure. We believe that Pet Munchies has enormous potential to grow in both the UK and European markets and we look forward to helping deliver that growth in the very near future.”
Laura McNaughton, corporate finance partner at BDO LLP advised Pet Munchies on the transaction.
She said: “Pet Munchies is a fantastic business which has rapidly built a strong brand and product for pet owners looking for premium options. We’re delighted to have advised the shareholders on this transaction, which was an excellent outcome for all parties, and look forward to seeing what the business goes on to achieve in its next chapter.”
