Sale of Pet Munchies to Assisi Pet Care

BDO.LiveSite.Deals.IndustryRetail & Consumer
BDO.LiveSite.Deals.SubIndustryConsumer & Retail

BDO has advised the shareholders of Pet Munchies Holdings Limited, the owner of the multi award winning Pet Munchies premium natural dog and cat treats brand, on its sale to Assisi Pet Care.

Pet Munchies is a fast-growing provider of premium, highly nutritious pet treats made using only the finest, natural human-grade ingredients. 

Since the brand was founded in 2008, Pet Munchies has become the UK’s recognised leader in gourmet pet treats through continuous, innovative product development and excellent customer engagement. Their treats are highly popular and are available in the UK’s major retailers and vets, as well as online via Amazon and Ocado. The brand has seen exceptional traction in its recently developed D2C offering, putting it in a prime position to gain further share of the £3.2bn UK pet food market.

Assisi Pet Care, which was founded in 2020 by Peter Mangion in partnership with Harwood Capital Management, has delivered significant and rapid growth in pursuit of its buy-and-build strategy and has brands like Hollings and Hi-Life in its UK portfolio as well as the Maced brand in Poland. The acquisition, which was for an undisclosed sum, of Pet Munchies perfectly complements the natural positioning of all Assisi’s brands whilst broadening the company’s reach into new distribution channels.

"Working with Laura, Ish and Callum during this process has been brilliant! They were able to provide expert guidance and clear advice from day one, and were a calming and supportive influence throughout. Laura’s team clearly know the Pet sector very well, and they immediately understood what was important to me and the business. They quickly identified and expertly positioned Pet Munchies’ strengths and the exciting opportunities ahead, and their excellent communication and negotiation skills delivered a great valuation. I am delighted with the outcome and can’t recommend Laura and the team highly enough. They are an exceptional partner for anyone to have on their team!”

Suzanne Rothman, Founder, Pet Munchies

“Pet Munchies is a fantastic business which has rapidly built a strong brand and product for pet owners looking for premium options. We’re delighted to have advised the shareholders on this transaction, which was an excellent outcome for all parties, and look forward to seeing what the business goes on to achieve in its next chapter.”

Laura McNaughton, Corporate Finance Partner, BDO