Calderdale-based pet food company sniffs £1.75m investment for next phase of growth

The funding will allow Sniffers to build on its established relationships, support the rollout of new brands and product lines, and enable them to invest in new manufacturing and distribution roles at its Elland site.

Sniffers is an award-winning family business with over 40 years of experience in the pet industry in retail and distribution. Specializing in natural pet treats and supplying products like Pets at Home, Jollyes and hundreds of independent retailers with its brands such as Walter Smith, Buffalo Natural Dog and Monster Chocs.

Simon Brown, (pictured) CEO of Sniffer’s Pet Care, said: ‘We have transformed our business over the past three years, focusing on new high quality product lines that appeal to dog owners at the looking for a more natural product for their pet.

Calderdale-based pet food company sniffs £1.75m investment for next phase of growth

“I’m extremely proud of the business my family and team have built, and it’s exciting to see such a rapid increase in sales with well-known retailers.”

“Traditum’s investment will allow us to deploy a new brand proposition and continue our growth in an increasingly dynamic sector. The team brings deep knowledge of running scalable businesses, and I look forward to working with them to build on our success. »

Iain Marlow, Head of Investments at Traditum, said: “The UK is a nation of animal lovers who care about the quality of what they feed their animals. Simon and his team have made Sniffers one of the leading providers of natural pet food in the highly competitive UK market.

“Their dedication to quality, innovation and reliability has allowed them to build relationships with some of the UK’s largest retailers. Our investment will allow the company to build on its established position, expand its operational capabilities and offer new brands and products.

In 2022, the UK pet food industry is worth £3.3 billion, with dog ownership in the UK increasing dramatically during the pandemic. According to recent figures from the PDSA*, the dog population in the UK is estimated at 10.2 million, with 27% of adults owning one or more dogs.

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