Sniffers Pet Care receives £1.75m funding

Natural pet treats manufacturer Sniffers Pet Care has received a £1.75m investment from Yorkshire-based Private Equity House, Traditum.

The funding will allow the treats company to build on its established relationships, and support the rollout of new brands and product ranges, while investing in new manufacturing and distribution roles at its Halifax (Elland) site.

“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,” Simon Brown, Sniffer’s Pet Care CEO, said.

“The investment from Traditum will allow us to roll out a new brand proposition and continue our growth in an increasingly fast-moving sector.”

Sniffers Pet Care already supplies Pets at Home, Jollyes and hundreds of independent retailers with its brands including Walter Smith, Buffalo Natural Dog and Monster Chocs.