What HOWND does

HOWND is a UK-based ethical pet care brand founded in 2013, operating as a trading name of Pets Choice Ltd. (company number 2181268, registered office in Blackburn). The company designs, manufactures, and distributes plant-based, hypoallergenic, and cruelty-free products for dogs across three interconnected categories: vegan dry and wet dog food, five functional wellness treats, and natural pet care/grooming items including professional-grade shampoos, balms, ear cleaners, body mists, detanglers, and biodegradable wipes. Its core technological differentiator is Phytodroitin, a proprietary plant-based joint supplement derived from marine algae (Chondrus crispus) marketed as a vegan alternative to chondroitin and used in senior dog treats and as a nutritional ingredient. All products meet FEDIAF nutritional standards and carry a stack of third-party cruelty-free and vegan accreditations (Leaping Bunny from Cruelty Free International, PETA, Vegetarian (Vegan) Society, Ethical Company Organisation).\n\nThe business operates a hybrid direct-to-consumer and wholesale go-to-market model. The primary channel is owned e-commerce through dogslovehownd.com, supplemented by a subscription service that offers savings of up to 15% with flexible delivery frequencies ranging from every 2 to 12 weeks. Secondary channels include professional grooming trade cases (5L 25:1 concentrated shampoos for groomers), retail trade cases for pet stores, and US distribution via Whole Foods Market and Amazon, with the Hownd Club loyalty program (5 points per £1 spent, redeemable for £5/£10 vouchers) supporting retention. Pricing spans £3.20 single wellness treat packs to £123.12 for 10kg dry food SKUs and, on the B2B side, bulk 5L concentrates.\n\nThe brand has attracted modest disclosed capital (a 2019 round of £249,902 and a Crowdcube round of £134,576 in April 2021, totaling approximately £384K) and operates with a 1-10 employee headcount. In July 2024, Pets Choice Ltd. acquired HOWND from Power Pet Brands Ltd. to expand its premium and ethical pet care portfolio. The brand's primary customer segments are health-conscious dog owners seeking plant-based and hypoallergenic nutrition (often for dogs with food allergies or sensitivities) and professional groomers requiring gentle products for sensitive-skin clients, with a UK-centered footprint and an emerging US retail presence.

Name

HOWND

Legal name

Pets Choice Ltd.

Website

https://dogslovehownd.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

HOWND is a UK-based ethical pet care brand (a trading name of Pets Choice Ltd.) that designs and sells plant-based, hypoallergenic, cruelty-free dog food, functional wellness treats, and professional grooming products, serving health-conscious dog owners and professional groomers.

Ownership category

akta.pro rank

Product category

Pet Food and Pet Care Products

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Treats & Chews (AFADAFAF), Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos) (HSANAAAL)

Keywords

• Vegan dog food
• Hypoallergenic pet care
• Plant-based dog treats
• Dog grooming products
• Pet wellness supplements

Headquarters

HQ city

Borehamwood

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales: One-time purchases and subscription purchases of hypoallergenic vegan dog food, wellness treats, and grooming products through e-commerce. Products include dry food, wet food, wellness treats, conditioning shampoos, body mists, skin/paw balms, and wipes. Subscription service offers recurring revenue with 10-15% savings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

HOWND manufactures and sells plant-based, hypoallergenic, cruelty-free dog food and grooming products. The portfolio spans three product categories: vegan dry and wet dog food formulated with superfoods (pumpkin, quinoa, moringa, chia, papaya, marine algae), functional wellness treats addressing senior care, anxiety, itchy skin, bad breath, and puppy development, and a natural grooming line including conditioning shampoos, body mists, balms with SPF, ear cleaners, detanglers, and biodegradable wipes. Products are sold primarily direct-to-consumer via dogslovehownd.com with subscription options, plus through professional groomer trade cases and retail partners.

Product overview

HOWND is a UK-based ethical pet care brand (owned by Pets Choice Ltd.) offering a unified portfolio of hypoallergenic, plant-based, and cruelty-free products for dogs. The product range spans three interconnected categories: (1) Hypoallergenic Vegan Dog Food — including dry kibble (Plant Based Pumpkin Quinoa & Moringa Superfood) and wet food formats (Pumpkin Quinoa Casserole, Papaya Chia & Lentil Dahl, Blueberry & Coconut Porridge); (2) Wellness Treats — five functional variants addressing specific health needs (Golden Oldies for senior dogs, Keep Calm for anxious dogs, Got an Itch? for skin allergies, Yup You Stink? for bad breath, Playful Pup for puppies/small breeds); and (3) Natural Pet Care/Grooming — professional-grade conditioning shampoos (25:1 and 8:1 dilution formats in 5L/2.5L), Hemp Skin Nose & Paw Balm with SPF, ear cleaner, body mists, detanglers, and biodegradable wipes. All products are vet approved and complemented by a subscription service (save up to 15%) and the Hownd Club loyalty rewards program.

Differentiator

Problem solved

Functional benefit

Products and services

• Plant Based Pumpkin Quinoa & Moringa Dry Dog Superfood Hypoallergenic plant-based dry dog food biscuits made with pumpkin, quinoa, and moringa, available in 2kg and 10kg sizes, suitable for dogs of all ages and life stages.
• Plant Based Pumpkin Quinoa Casserole with Hemp Protein & Moringa Wet Dog Food Wet dog food in 400g tin format containing quinoa, pumpkin, organic hemp protein, and moringa, sold individually or in 6-packs.
• Plant Based Papaya Chia & Lentil Dahl with Coconut & Moringa Wet Dog Food Wet dog food made with papaya, chia seeds, lentil dahl, coconut, and moringa in 400g tins, sold individually or in 6-packs.
• Plant Based Blueberry & Coconut Porridge with Chia & Moringa Wet Dog Food Wet dog food in porridge format with blueberry, coconut, chia, and moringa in 400g tins.
• Golden Oldies Plant Based Wellness Dog Treats 7+ Plant-based wellness treats for senior dogs aged 7+ containing sunflower hearts and Phytodroitin vegan joint supplement derived from marine algae, in 100g single packs or 10-pack cases.
• Keep Calm Plant Based Wellness Dog Treats Wellness treats formulated with chamomile and lavender to relieve stress and promote relaxation in anxious dogs during fireworks, car rides, and vet visits.
• Got an Itch? Plant Based Wellness Dog Treats Wellness treats designed for dogs with skin and food allergies, containing shiitake mushrooms, turmeric, and essential minerals for a healthy immune system, skin, and shiny coat.
• Yup You Stink? Plant Based Wellness Dog Treats Wellness treats designed to combat unpleasant dog breath and odors, containing mint, parsley, and lovage herbs for fresh breath and healthy digestion.
• Playful Pup Plant Based Wellness Dog Treats Plant-based wellness treats designed for puppies and small breeds containing fresh bananas and marine algae for thyroid, dental, joint, and skin health in a bite-sized format.
• Hemp by Hownd Skin, Nose and Paw Balm with Sun Protection Vegan protective 50g balm for moisturising and protecting dog paws, nose, and exposed skin year-round with organic hemp seed oil, shea butter, sweet almond oil, calendula extract, and candelilla wax, providing natural SPF against UVA and UVB rays.
• 25:1 Professional Got An Itch? Extra Conditioning Shampoo 5L Professional-grade conditioning shampoo for dogs with itchy or sensitive skin in 5L bulk format for professional groomers, with 25:1 dilution ratio.
• 25:1 Professional Keep Calm Relaxing Conditioning Shampoo 5L Professional-grade pH-balanced conditioning shampoo with lavender and patchouli essential oils for relaxing dogs during stressful events, in 5L format with 25:1 dilution ratio.
• 25:1 Professional Yup You Stink! Deep Clean Conditioning Shampoo 5L Professional deep-clean conditioning shampoo for dogs, effective for removing fox poo and stubborn odors, in 5L format for professional groomers.
• 25:1 Professional White and Bright Colour Enhancing Conditioning Shampoo 5L Professional colour-enhancing conditioning shampoo for white or light-coloured dogs, in 5L format.
• 25:1 Professional Playful Pup Super Sensitive Conditioning Shampoo 5L Professional-grade super sensitive conditioning shampoo formulated for puppies, in 5L format for professional groomers.
• 8:1 Deep Conditioning Repair Treatment 2.5L Professional-grade deep conditioning repair treatment for dogs in 2.5L format with 8:1 dilution ratio.
• Banana Facial & Natural Tear Stain Treatment 2.5L Spa-range facial and tear stain treatment for dogs in 2.5L format.
• Can You Hear Me? Natural Ear Cleaner 250ml Natural ear cleaner for dogs in 250ml format.
• Yup You Stink! Biodegradable Dog Grooming Wipes Biodegradable jumbo dog grooming wipes, 7 per pack, alcohol and paraben free, for on-the-go cleaning and freshening.
• Keep Calm Relaxing Refreshing Body Mist 250ml Natural body mist for dogs with lavender and cedarwood essential oils for calming anxious dogs during fireworks or stressful situations, in 250ml format.
• Knot a Care Detangler 250ml Natural detangling spray for dog coats, in 250ml format.
• Subscription Service Flexible subscription delivery service for dog food and treats offering up to 15% savings, with selectable delivery frequency (every 2 to 12 weeks) and amend-or-cancel-anytime flexibility across all food and treat products.

Quantifiable outcome

• Dogs fed nutritionally complete vegan diet can live up to 1.5 years longer (average 14.1 years vs 12.6 years for meat-based diets)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Pets Choice LtdcoreOthers · 1 July 2024UK-based pet food manufacturer Pets Choice Ltd acquired HOWND from Power Pet Brands Ltd in July 2024 to expand its premium pet care segment with plant-based and cruelty-free products. HOWND is owned by Pets Choice Ltd (company number 2181268, VAT number GB507909334).
• Cruelty Free InternationalcoreStrategic or Co-development PartnerHOWND products certified by Cruelty Free International with Leaping Bunny seal, confirming no animal testing at any stage of production.
• PETAcoreStrategic or Co-development PartnerAccredited by PETA (People for the Ethical Treatment of Animals) as a cruelty-free brand.
• Vegetarian (Vegan) SocietycoreStrategic or Co-development PartnerHOWND products accredited by the Vegetarian (Vegan) Society.
• The Ethical Company OrganisationminorStrategic or Co-development PartnerHOWND accredited by The Ethical Company Organisation for ethical business practices.
• StripecoreTechnology or IntegrationPayment processing partner for credit and debit card transactions. Secure payment processing for e-commerce orders.
• PayPalcoreTechnology or IntegrationPayment processing partner for online transactions through secure connection.
• KlaviyocoreTechnology or IntegrationCustomer Relationship Management (CRM) platform for email marketing, customer data management, and marketing automation.
• WooCommercecoreTechnology or IntegrationE-commerce platform for webshop management, shopping cart functionality, and order processing.
• All Dogs MatterminorOthersLondon-based dog rescue charity founded by Ira Moss and actor Peter Egan. HOWND highlights as one of 8 animal welfare charities making a difference.
• The Surge SanctuaryminorOthersAnimal sanctuary founded in 2020 by Ed Winters (Earthling Ed) providing safe home for rescued animals. HOWND highlights as one of 8 animal welfare charities.
• Animal RisingminorOthersCollaborative organization using pacific civil disobedience to bring change to livestock situation. HOWND highlights as one of 8 animal welfare charities.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• v-dog: US-based vegan dog food brand selling kibble and treats direct-to-consumer. Competes head-to-head with HOWND on the plant-based, hypoallergenic positioning and similar DTC-plus-retail distribution model.
• Wild Earth: US plant-based dog food and treat brand using fungal protein and superfoods. Direct competitor on the 'plant-powered, vet-developed, sustainable' narrative and DTC subscription model.
• Omni Pet: UK-based plant-based pet food brand offering vegan dog food and treats. Closest UK head-to-head competitor to HOWND in the same retail and DTC channels.
• Bramble Pet: UK plant-based fresh dog food brand targeting health-conscious owners. Competes with HOWND's dry/wet food range on premium positioning and DTC plus small-retail distribution.

Broad incumbents

• Lily's Kitchen: Established UK premium natural pet food brand offering a broad natural/complete diet range. Competes for the same ethical-conscious shopper and grocery shelf space though its portfolio is much wider and meat-inclusive.
• Burns Pet Nutrition: UK natural pet food brand with a wide range of dry/wet food and treats, sold via specialist retail and vet channel. Overlaps with HOWND on hypoallergenic, natural positioning at similar price points.
• Yarrah: European organic pet food brand with a sustainability-led value proposition. Comparable to HOWND on organic/cruelty-free credentials and broad pet food offering.
• Forthglade: UK natural wet dog food and treats brand with strong grocery and pet-specialist distribution. Overlaps with HOWND in natural/gentle nutrition positioning and trade-case channel.

Emerging players

• Benyfit Natural: UK raw and natural pet food brand with a focus on premium natural feeding. Competes with HOWND for the same premium-conscious UK dog owner but from a raw-feeding positioning rather than vegan.

Others

• PetLab Co. DTC pet supplements and wellness brand. Adjacent rather than directly competitive; overlaps in functional wellness treats category and DTC subscription mechanics, useful for benchmarking on digital growth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DogsLoveHownd
• LinkedInlinkedin.com/company/power-pet-brands

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOWND