Family-owned pet care business Sniffers has attracted a £1.75m investment from Yorkshire-based private equity house Traditum.
The funding will allow Sniffers to build on its established relationships, support the rollout of new brands and product ranges and to invest in new manufacturing and distribution roles at its site in Elland, West Yorkshire.
Sniffers was established over 40 years ago and specialises in natural pet treats. It supplies national and independent retailers with brands including Walter Smith, Buffalo Natural Dog and Monster Chocs.
Sniffer’s Pet Care ceo Simon Brown said: “We have transformed our business over the past three years, focusing on new, high-quality product lines which cater for dog owners looking for a more natural product for their pet.
“I’m hugely proud of the business my family and team have built, and it’s been exhilarating to see such a rapid increase in sales with household name retailers.”
“The investment from Traditum will allow us to roll out a new brand proposition and continue our growth in an increasingly fast-moving sector. The team brings in-depth knowledge of managing scaling businesses, and I look forward to working with them to build on our success.”
Iain Marlow, head of investments at Traditum, added: “The UK is a nation of pet lovers who care about the quality of what they feed their pets. Simon and his team have established Sniffers as one of the leading suppliers of natural pet food in the highly competitive UK market.”
“Their dedication to quality, innovation and reliability has enabled them to secure relationships with some of the largest retailers in the UK. Our investment will enable the business to build on its established position, expand operational capabilities and deliver new brand and product propositions.”