Assisi Pet Care acquires pet treat brand Pet Munchies

UK— Assisi Pet Care Ltd, one of the UK’s leading suppliers of natural pet treats and foods, has acquired natural dog and cat treats brand Pet Munchies Holdings for an undisclosed amount.

Pet Munchies, founded by Suzanne Rothman, operates out of a facility in Edgware, Middlesex, and sells its treats online via its own website, and also with Amazon and into independent retailers.


This latest acquisition brings Assisi’s annual revenue to £70m with manufacturing operations in the UK and Poland, employing 300 staff in total.

Assisi Pet Care, which was founded in 2020 by Peter Mangion in partnership with Harwood Capital Management. Other acquisitions include UK-based Hollings in 2020, a supplier of natural dog treats, and another UK firm, Town and Country Petfoods, which makes cat and dog foods and snacks under the Hi-Life brand.

The company also acquired polish treats manufacturer Maced earlier this year as part of its expansion into polish and German markets.  

Assisi Pet Care said that the acquisition of Pet Munchies perfectly complements the natural positioning of all its brands whilst broadening the company’s reach into new distribution channels.


“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.” Rothman 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.”

The global pet food market is booming, owing to increased pet ownership across the globe due to rising consumers’ disposable income.  The Pet food category boast the largest market value in the pet care industry in the United Kingdom (UK), generating a market value of 3.1 billion British pounds in 2021, according to date from statista.

As consumers are increasingly treating their pets like their own family members, therefore, the demand for organic and nutritional pet food is likely to exhibit the highest CAGR. Additionally, Treats and snacks are greatly on the rise, outgrowing all other pet food categories, although the category’s penetration is still relatively low.

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