What Pets Choice does

Pets Choice Ltd is a UK-based multi-brand pet care manufacturer founded in 1889 and headquartered in Blackburn, England. The company operates as a portfolio owner of 27+ pet brands spanning food (Webbox, Meatiful, Vet's Kitchen), treats (TastyBone, Hatchwells), healthcare (Bob Martin, OTODEX), cat litter (Felight, Pettex), accessories (aniMate, Mikki), and emerging segments including vegan (HOWND) and CBD-based products (B-Calm). Pets Choice is the 5th largest branded petcare manufacturer in UK retail by units (Circana data), operating three UK manufacturing facilities in Blackburn, Yatton, and Cardiff, with 350+ employees.

The company monetizes through three primary revenue streams: branded product sales across UK and export markets, private label/OEM manufacturing for 35+ retail partners covering tablets, spot-ons, aerosols, liquids, and pet food, and international distribution to 50+ countries via a dedicated distributor network with an in-house compliance team. Go-to-market combines enterprise field sales targeting major UK grocery retailers, dedicated veterinary and pet specialty channels, brand-owned e-commerce sites, and partnerships with online platforms including Amazon and Ocado.

Since 2019, Pets Choice has pursued an aggressive acquisition-led growth strategy under CEO Tony Raeburn, acquiring Bob Martin Healthcare (2019), The Animate Company (2020), The Hatchwell Company (2021), Vet's Kitchen (2024), HOWND (2024), five PetLife International brands (2024), Pettex (2025), Mikki (2025), and Kennelpak brands (2025). The company has stated an ambition to reach £100m turnover within three years and continues expanding into new geographies including Africa and the Middle East.

Name

Pets Choice

Legal name

Pets Choice Ltd.

Website

https://petschoice.co.uk

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

251–500 employees

Short description

Pets Choice is a UK-based multi-brand pet care manufacturer owning 27+ brands across food, treats, healthcare, and cat litter, operating as the 5th largest branded petcare manufacturer in UK retail with exports to 50+ countries and private label manufacturing for 35+ partners.

Ownership category

akta.pro rank

Product category

Pet Care Products Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119), Pet and Pet Supplies Retailers (459910)

SIC

Wholesale-Groceries, General Line (5141), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Custom & Private-Label Pet Food Manufacturing (AFADAFAO)

akta.pro secondary industries

Pet Treats & Chews (AFADAFAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Food & Treats Retail (CRALAHAB), Pet Food & Treats Distribution (CRAOAKAA), Small Animal Food (rabbit/guinea pig/hamster) (CRADAFAJ)

Keywords

• Pet food manufacturing
• Pet healthcare products
• Cat litter production
• Private label manufacturing
• Pet treat manufacturing

Headquarters

HQ city

Blackburn

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Pet Products: Revenue from manufacturing and selling proprietary pet brands including pet food, treats, healthcare, accessories, and cat litter across UK and export markets
2. Private Label Manufacturing: Manufactures private label products for over 35 partners, covering tablets, spot-ons, aerosols, liquids, and pet food
3. Export/Distribution: Revenue from exporting brands to 50+ countries through distributor partnerships, with dedicated compliance team and multi-brand portfolio

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Pets Choice is a UK pet care manufacturer that produces and sells branded pet food, treats, healthcare products, cat litter, and accessories through a portfolio of 27+ owned brands (Webbox, Bob Martin, TastyBone, Felight, Vet's Kitchen, HOWND, Hatchwells, aniMate, Meatiful, Spike's, WildThings, Feathers & Beaky, B-Calm, Vetzyme, Vitakraft, Davies, Rufus, Pettex, Mikki, etc.). The company also operates a private label/contract manufacturing business producing tablets, spot-ons, aerosols, liquids, and pet food for over 35 retail partners across three UK production sites and exports its brands to more than 50 countries via a distributor network.

Product overview

Pets Choice is the 5th largest branded petcare manufacturer in the UK, operating as a multi-brand portfolio company rather than a single unified product. The company owns over 27 pet brands spanning pet food (Webbox, Webbox Naturals, Meatiful, Vet's Kitchen, Davies, Rufus), treats (TastyBone, Hatchwells), healthcare (Bob Martin, OTODEX, FORMULAH, CONFICLEAN2, WELPI, CIMICAT), cat litter (Felight, Pettex), wildlife food (WildThings, Spike's), chicken products (Feathers & Beaky), CBD (B-Calm), vegan dog food (HOWND), and accessories (aniMate, Mikki). The portfolio was built through aggressive acquisition strategy, adding brands like Bob Martin (2019), Hatchwells (2021), Vet's Kitchen (2024), HOWND (2024), PetLife brands (2024), Pettex (2025), Mikki (2025), and Kennelpak brands (2025). The company also offers private label manufacturing services for over 35 partners, producing tablets, spot-ons, aerosols, liquids, and pet food.

Differentiator

Problem solved

Functional benefit

Brands

• Webbox: One of the largest brands in the Pets Choice portfolio offering tasty treats, food, and toys for cats and dogs. Launched in 1992, exported to 45 countries.
• Webbox Naturals
• TastyBone
• Meatiful
• Spike's
• Felight
• WildThings
• Feathers & Beaky
• Bob Martin
• Vet's Kitchen
• Vitakraft
• Vetzyme
• Davies
• Rufus
• aniMate
• Hatchwells
• Pettex
• Mikki
• HOWND

Products and services

• Webbox One of the largest brands in the Pets Choice portfolio offering tasty treats, food, and toys for dogs and cats, including wet and dry food ranges. Sold into grocery, independent pet, pet specialty, and export channels.
• Webbox Naturals Natural pet food and treat range for cats and dogs using natural ingredients with no artificial colours, flavours or preservatives, supported by a 100% satisfaction guarantee. Sold across online retail partners such as Amazon and Ocado.
• TastyBone UK's leading manufacturer of 100% virgin nylon super tough chew toys offering 30+ flavours with flavours infused to last the lifetime of the product and a 100-day TrioBone guarantee. Exports to over 30 countries.
• Meatiful Natural wet dog food produced in Lancashire using 80% fresh protein, vegetables and natural ingredients with no artificial colours, flavours or preservatives. Complete wet food for dogs.
• Spike's Hedgehog Food High quality, nutritious complementary hedgehog food produced in Blackburn, Lancashire for over 20 years. Made in the UK.
• Bob Martin Pet Healthcare #1 pet healthcare brand in the UK with 130+ years of heritage, offering vet-strength parasite protection including spot-ons, sprays, collars and tablets for dogs and cats. Includes Clear, Clear Plus and Felight cat litter lines acquired from the Martin family.
• Felight Cat Litter High-performance cat litter and accessories using Antibacterial Silverfresh technology providing up to 10 days of freshness. Range includes clumping and non-clumping litters, litter trays and fresh sprays, made from natural materials with recyclable packaging.
• WildThings Wildlife Food Nutritious foods for wildlife including badgers, foxes, hedgehogs, swans and ducks. Consumer favourite for over 15 years, made in the UK.
• Feathers & Beaky Range of foods for chickens made from 100% natural ingredients with added vitamins, minerals and calcium for eggshell formation, in compostable bags. Also offers chicken accessories including feeders, drinkers, and vegetable holders.
• Vet's Kitchen Premium pet food brand offering naturally nutritious dry dog and cat food developed using clinical and nutritional research, including hypoallergenic options. Holds a 5-star Trustpilot rating.
• HOWND Vegan Dog Food and Pet Care Multi-award-winning plant-based and cruelty-free vegan dog brand offering plant-based wet and dry dog food, wellness treats, and certified cruelty-free pet care products.
• B-Calm CBD-based pet products for calming pets. Sold through pet retail channels.
• Vitakraft Pet trade exclusive brand offering a variety of pet food and treats, distributed exclusively through pet specialty retailers.
• Vetzyme Vitamin and supplement products for pets.
• aniMate Pet Accessories Pet accessories brand offering pet coats and accessories, acquired as part of The Animate Company acquisition in November 2020.
• Hatchwells Treats and hygiene products for dogs, cats and small animals, acquired from The Hatchwell Company in December 2021.
• Pettex Cat litter and small animal products acquired from Pettex Ltd, a third-generation family business originally established in 1959.
• Mikki Established and trusted pet care brand acquired from Interpet Ltd, strengthening the Pets Choice portfolio in the premium pet care sector.
• PetLife International Brands (OTODEX, FORMULAH, CONFICLEAN2, WELPI, CIMICAT) Five premium pet care brands (OTODEX, FORMULAH, CONFICLEAN2, WELPI, CIMICAT) extending Pets Choice's reach into premium and veterinary sectors, acquired from PetLife International Ltd.
• Private Label Manufacturing Service Contract manufacturing service that produces tablets, spot-ons, aerosols, liquids, and pet food for over 35 retail and brand partners across Pets Choice's three UK manufacturing sites.

Quantifiable outcome

• 5th largest branded petcare manufacturer in UK retail channel
• +2 more outcomes

Named customers8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• International Distributors (50+ countries)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Network of mid to high-level distributors across 50+ countries. Dedicated compliance team supports international operations with seamless partnership experience as both manufacturers and brand owners.
• Breaking the ChainsminorStrategic or Co-development Partner · 9 July 2024Charitable partnership supporting pets impacted by the Ukraine crisis. Webbox shipped thousands of meals working with the charity that operates in Ukraine's most dangerous areas to rescue animals and deliver supplies.
• Pets' Kitchen Ltd (Vet's Klinic)coreStrategic or Co-development Partner · 1 May 2024Long-term collaboration agreement continues between Pets Choice and Pets' Kitchen following acquisition of Vet's Kitchen brand. Vet's Klinic veterinary practices provide consultation on new product development and recipe updates.
• Blackburn Rovers Football ClubcoreStrategic or Co-development Partner · 1 January 2024Pets Choice is the proud sponsor of Blackburn Rovers Football Club. Partnership includes annual matchday takeover of Family Stand with activities, competitions, and community engagement throughout the 2024 season. The sponsorship focuses on team, fan, and community engagement.
• Democracy PRminorGTM or Marketing Partner · 1 January 2024Press relations handled by Democracy PR for media enquiries.
• ABP (Associated British Ports) - CardiffcoreStrategic or Co-development Partner · 16 February 20225-year lease and shipping agreement with ABP at the port of Cardiff, securing the cat litter manufacturing site location. Port side location is vital for delivery of key product components.
• Pets As TherapyminorStrategic or Co-development Partner · 1 January 2022Close relationship with Pets As Therapy charity. Company understands the value pets bring to people's lives and supports charities making a difference to nation's pets.
• Hans Jurgen Deuerer / Tiernahrung DeuerercoreStrategic or Co-development Partner · 1 January 2011Tony Raeburn partnered with Hans Jurgen Deuerer, renowned founder of pet food manufacturer Tiernahrung Deuerer, to purchase a new factory in 2011. Business relationship has continued to strengthen.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Mars Petcare: Mars Petcare is the world's largest pet food manufacturer, with UK brands including Pedigree, Whiskas, Royal Canin, and Cesar. Comparable as a large multi-brand pet food manufacturer serving UK grocery, pet specialty, and veterinary channels.
• Nestlé Purina PetCare: Nestlé Purina is one of the largest global pet care players, with brands like Felix, Bakers, and Purina ONE sold through UK grocery. Directly comparable as a multi-brand, multi-channel pet food manufacturer in the UK market.
• Hill's Pet Nutrition: Hill's Pet Nutrition, owned by Colgate-Palmolive, is a global science-based pet food leader with strong veterinary channel presence. Comparable to the Pets Choice Veterinary Division and Vet's Kitchen as a vet-channel premium pet food player.

Direct peers

• Butcher's Pet Care: Butcher's is a UK family-owned pet food manufacturer specializing in natural, high-meat-content dog food, supplying major UK grocers. Closely comparable to Pets Choice as a UK-based branded pet food manufacturer with grocery retail relationships.
• GA Pet Food Partners: GA Pet Food Partners is one of the UK's largest private label pet food manufacturers, exporting globally. Highly comparable to Pets Choice's private label business for 35+ partners and complements its branded portfolio model.
• Natures Menu: Natures Menu is a UK-based raw and natural pet food manufacturer serving grocery and independent retail. Directly comparable as a UK natural/wet pet food brand competing in similar grocery channels to Meatiful and Webbox Naturals.
• Forthglade: Forthglade is a UK pet food manufacturer focused on natural wet dog and cat food, supplying grocery and independent retail. Directly comparable to Pets Choice's Meatiful and Webbox wet food lines.
• Armitages Pet Products: Armitages is a UK pet treats and accessories manufacturer supplying grocery and pet specialty channels. Comparable to Pets Choice as a UK-based treats/accessories manufacturer with grocery distribution.

Regional players

• Affinity Petcare: Affinity Petcare is a major European pet food manufacturer with strong UK presence via the Naturediet and Brit brands. Comparable as a multi-brand European pet food manufacturer with grocery and specialty distribution.
• Vitakraft: Vitakraft is a German pet food and treats manufacturer with pan-European distribution, now partly in Pets Choice's portfolio as a trade-exclusive brand. Comparable as a European multi-category pet care manufacturer with grocery and pet trade channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/petschoiceltd
• Facebookfacebook.com/webboxpetfood
• LinkedInlinkedin.com/company/petschoiceltd
• Instagraminstagram.com/webboxpetfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Pets Choice