Assisi Petcare has acquired Sniffers Pet Care Limited and its lead brand, the natural dog treat NAW.
Since launching in 2023, the single-ingredient, meat-based NAW range has built a following in the specialty pet and e-commerce channels. The brand is built around a “nose-to-tail” ethos and is committed to using every part of the animal, reducing waste while delivering nutrition.
The brand joins the Assisi Petcare portfolio, which includes Burns, HiLife, Hollings and Yakers.
Sniffers Pet Care chief executive Simon Brown said: “We’re proud of what we’ve built with NAW and excited to join forces with Assisi. Their scale, expertise and shared commitment to natural, high-quality products make them the ideal partner for the next phase of growth. We believe this combination will allow NAW to go further and faster, while staying true to what makes the brand special.”
Assisi Petcare chief executive Chris Melander added: “We’re incredibly excited to welcome NAW into the Assisi portfolio.
“It’s a brand with a clear point of view, strong consumer appeal and real momentum. NAW strengthens our position in natural treats, one of the fastest-growing parts of the category, and brings us closer to a new generation of pet owners.
“We’re looking forward to working with Simon and his team to build on the great foundations they’ve created and unlock the brand’s full potential as part of Assisi.”
