Sniffers partners with LBU to develop new own-brand products

Halifax pet treats company Sniffers Pet Care has partnered with marketing experts at Leeds Beckett University to develop its new ‘Naw’ own-brand products and enter new markets. A team of Leeds Business School academics will work with Sniffers Pet Care on the two-year Knowledge Transfer Partnership (KTP), which is part-funded by the government through Innovate UK. Sniffers is a small business based in Elland, Halifax, with over 40 years’ experience in the pet industry. The KTP will help develop and embed a platform for Sniffers to grow sustainably. It will also help develop strategies to identify the best distribution channels for Sniffers to enter new markets and establish their own-brand products. Another key focus of the KTP will be to build Sniffers’ targeted marketing strategies to amplify the brand impact with the company’s customers. The project aims to create a brand personality and reputation that reflects “the central principles of Sniffers, and positions it more strongly in the market – to support their goal of being recognised as the UK’s leading natural dog treat supplier”. The Sniffers team will have access to the university’s popular business support programmes including Help to Grow: Management, the #WECAN (Women Empowered through Coaching and Networking) programme - building the leadership skills, capabilities and opportunities of women in SMEs in the Leeds City Region, and student consultancy projects and placements. Simon Brown, CEO, and son of the founder of Sniffers Pet Care, said: “We have experienced impressive sales growth in recent years – in part, due to the Covid-associated increase in dog ownership in the UK. We are ambitious and motivated to continue our strong growth through this new partnership with Leeds Beckett – including developing our own-brand products and growing in new markets. “Working with LBU has been a fantastic experience so far - the support and insight we’ve received already to get to this point in the KTP process has been beyond expectations. We very much look forward to embedding the capabilities within our business and helping us meet our ambitious targets - particularly as we are on the cusp of launching our new retail brand NAW.” Jo Griffiths, head of Knowledge Transfer Partnerships at Leeds Beckett, added: “Working with our academics enables Sniffers to take advantage of future opportunities from a basis of sound academic knowledge and expertise, and a solid strategic foundation. “The project will embed improved strategic marketing decision-making capabilities and skills to support longer-term, sustainable SME growth. These ambitions and objectives align directly with the UK government's agenda to foster a robust economy and for levelling up.”

Sniffers partners with LBU to develop new own-brand products

Another key focus of the KTP will be to build Sniffers’ targeted marketing strategies to amplify the brand impact with the company’s customers

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