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European pet food giant AlphaPet Ventures has bought UK premium dog treat brand JR Pet Products.
AlphaPet's strategy is to digitise the pet market and build and distribute premium brands across Europe. Its portfolio includes premium brands such as Wolfsblut, Wildes Land, Arden Grange, and Herrmann's Manufaktur.
JR Pet Products was founded in 2012 by Jonathan and Rebecca Davies and Stephen Tandy. Today the JR brand is the UK's leading premium dog treat brand, offering a wide range of natural dog chews and treats. It distributes its products through its own direct-to-consumer shop and via B2B partners.
In its last annual report for the year to 31 January 2024, it posted a revenue of £15.96 million, up 9.5 per cent on 2023. It gained 29,000 new customers, driven by surging demand for premium natural dog food and treats. The trend of pet humanisation - where pets are treated as one of the family - is also continuing to grow.
Marco Hierling, founder and CEO of AlphaPet, said: "Jonathan and Rebecca have built a fantastic brand. JR is an excellent addition to AlphaPet's brand portfolio, aligning with our commitment to healthy and premium pet food, while offering a highly complementary product range."
Jonathan and Rebecca Davies said: "We are looking forward to growing JR in the next years together with the AlphaPet team and making it even stronger than it is already today. We have a strong partner and supplier network that will help us to reach our future growth plans."
The whole team will stay on board, and Jonathan and Rebecca Davies will continue as managing directors of JR.
The deal marks AlphaPet's fourth acquisition since 2020. It was financed through a combination of equity and debt. Patria Investments acted as lead investor, alongside Venture Stars and existing AlphaPet shareholders.
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