Assisi Pet Care

What Assisi Pet Care does

Assisi Pet Care is a UK-based private holding company founded in 2020 by Peter Mangion that specializes in the acquisition, management, and organic growth of natural pet food and treat brands across Europe. The company owns and operates a portfolio of eleven brands covering dog and cat nutrition across price points, including Burns Pet Nutrition, Maced, HiLife, Hollings, Pet Munchies, YAKERS, Banquet, Perfection, Feed Me, Pets Pantry, Dog Way, and NAW, with manufacturing operations in Kidwelly (Wales) and Poland and a registered headquarters in London. Its products are natural, hypoallergenic, or premium-positioned pet foods and treats sold through specialist pet trade, grocery and retail chains (including Asda), and own e-commerce storefronts in the UK, Germany, and Poland.

The business is a roll-up platform operating a sales-led go-to-market model: revenue is generated by selling branded pet food and treats through wholesale and retail channels rather than licensing or subscription technology, and no proprietary software platform or AI capability underpins the offering. Competitive differentiation rests on brand heritage (Burns and Maced each have 30-year histories; YAKERS is the UK's leading Himalayan-inspired chew), natural-ingredient positioning, and a curated multi-brand structure that covers premium, mid-market, and affordable tiers. Operational technology is limited to standard e-commerce and marketing tooling (Shopify, PayPal, Google Analytics, Omnisend, Mouseflow).

Assisi has been backed first by Harwood Private Equity and, since October 2023, by Chicago-based Wind Point Partners, a firm with prior pet-care investments in Targeted PetCare, FoodScience, Petmate, and Pestell Nutrition. The Wind Point investment has been deployed into a series of acquisitions (Burns, YAKERS, NAW), geographic expansion into continental Europe, product innovation (Burns First Steps, HiLife relaunch), and senior hires including John Howe as Chairman and Lora Van Velsor as Non-Executive Director, both former leaders of Compana Pet Brands. The company's growth strategy is anchored on continued European consolidation of natural pet care brands.

Name

Assisi Pet Care

Legal name

Assisi Pet Care Limited

Website

https://assisipetcare.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Assisi Pet Care is a UK-based holding company that acquires, manages, and grows natural pet food and treat brands across Europe. It owns eleven brands including Burns, Maced, HiLife, and YAKERS, selling through specialist pet trade, grocery retail, and e-commerce in the UK, Germany, and Poland.

Ownership category

akta.pro rank

Product category

Pet Food and Treats

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro industry

PRIMARYCRADAFAG

Life-Stage & Breed/Size-Specific Formulas

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRALAHAB

Pet Food & Treats Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

SECONDARYCRADAFAB

Wet/Canned & Pouch Food (Dog & Cat)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRAFAEAJ

Pet Supplies Omnichannel

Consumer Products & Retail/E-commerce & Marketplaces/Omnichannel Retail E-commerce

Keywords

• Natural pet food
• Dog treats manufacturing
• Cat food production
• Pet care brands
• Hypoallergenic pet nutrition

Headquarters

HQ city

Melton Mowbray

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Pet Food and Treats Sales: Assisi Pet Care generates revenue through the sale of pet food and treats across its portfolio of brands including Burns Pet Nutrition, Maced, HiLife, Hollings, Pet Munchies, YAKERS, Banquet, Perfection, Feed Me, Pets Pantry, and Dog Way. Products are sold through specialist pet stores, retail chains, and e-commerce channels across the UK and Europe.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Assisi Pet Care is a specialist holding company that acquires, manages and grows natural pet care brands, manufacturing and distributing natural cat and dog food and treats under 12 owned brands (Burns Pet Nutrition, Maced, HiLife, Hollings, Pet Munchies, YAKERS, Banquet, Perfection, Feed Me, Pets Pantry, Dog Way, NAW). Products are sold through specialist pet stores, grocery/retail chains and brand e-commerce sites across the UK and continental Europe, with manufacturing facilities in Wales (Burns) and Poland (Maced).

Differentiator

Problem solved

Functional benefit

Brands

• Burns Pet Nutrition: High-quality dry and wet dog and cat food brand, specializing in simple, healthy, quality and wholesome ingredients for award-winning recipes.
• Maced
• HiLife
• Hollings
• Pet Munchies
• YAKERS
• Banquet
• Perfection
• Feed Me
• Pets Pantry
• Dog Way
• NAW (No Animal Wasted)

Products and services

• Burns Pet Nutrition High-quality dry and wet dog and cat food brand specialising in simple, healthy, quality and wholesome ingredients for award-winning recipes. Targeted at pet owners seeking natural, hypoallergenic nutrition across all life stages.
• Maced Natural dog treats and chews manufacturer with 30 years of experience, fusing traditional recipes with modern technology to deliver quality treats and chews across Europe, Russia and the U.S.
• HiLife Pet food brand centred on the bond between owner and pet, offering 100% natural, high-protein recipes with no artificial colours, additives or preservatives, for cats and dogs across life stages.
• Hollings Natural dog treats brand positioning itself as 'Gifts from Nature', offering proudly no-nonsense, honest treats that dogs would naturally choose.
• Pet Munchies 100% natural and healthy dog treats and chews suitable for all dogs, including those with sensitive stomachs, sold through specialist pet trade and grocery channels.
• YAKERS 100% natural Himalayan-inspired dog chews, naturally rich in high-quality protein, marketed as the ultimate natural occupier for dogs. Awarded Pet Wellbeing Product of the Year 2024 and Must Stock Product of the Year 2023.
• Banquet Premium wet pet food for cats and dogs, offering 100% natural recipes with chicken breast, tuna loin and fresh vegetables at an affordable price point.
• Perfection Affordable luxury wet cat food with 100% natural recipes and finest ingredients, designed for fussy cats.
• Feed Me Affordable quality British dog treats positioned as no-fuss, value-for-money nutrition for pet owners seeking affordable options.
• Pets Pantry Balanced, no-fuss nutrition at an affordable price point, offering simple quality nutrition for pets.
• Dog Way Easy-to-use, natural-ingredient dog treats designed as tasty everyday rewards.
• NAW (No Animal Wasted) Natural single-ingredient, meat-based dog treats made from whole animals with no additives, building momentum across specialty pet trade, retail and e-commerce channels.

Quantifiable outcome

• Burns Pet Nutrition recognized as 'Most liked dog food' by Which? Consumers Association for 4 consecutive years (2021-2024)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Five partnerships are on record, tiered core and minor.

• John HowecoreStrategic or Co-development PartnerMember of Wind Point Executive Advisor Partner (EAP) program, serving as Chairman of the Board of Assisi Pet Care. Former CEO of Compana Pet Brands, a global provider of pet care and nutrition products. Also serves on boards of Nivel and New World Natural Brands.
• Lora Van VelsorcoreStrategic or Co-development PartnerFormer Chief Marketing Officer at Compana Pet Brands, joining Assisi Pet Care board as Non-Executive Director. Brings extensive marketing experience in pet care industry.
• Kennelpak LtdminorOthersPet industry specialists from whom Assisi Pet Care acquired YAKERS brand. Transaction transferred ownership of the market-leading natural dog treat brand to Assisi portfolio.
• Image Display & GraphicsminorStrategic or Co-development PartnerSustainability partner for trade show exhibits. 90% of their stand constructions come from recycled or recyclable elements. Partnered with Ecology to offset the remaining 10% environmental impact through wetland, wildlife and wildflower restoration projects in the UK.
• EcologyminorOthersEnvironmental organization partnered with Image Display to compensate unavoidable carbon impact from trade show activities by investing in UK wetland, wildlife and wildflower restoration projects.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Compana Pet Brands: Multi-brand pet care company with similar strategy of acquiring and managing pet food and treat brands globally. Directly comparable as John Howe (Assisi's Chairman) was former CEO. Both pursue portfolio approach to natural pet care.
• Lily's Kitchen: UK-based natural pet food brand offering premium natural dog and cat food. Direct competitor in the UK natural pet food segment with similar positioning around natural ingredients and quality nutrition. Now owned by Nestlé Purina.
• Barking Heads: UK natural pet food brand offering dry food, wet food, and treats for dogs and cats. Similar positioning around natural ingredients and health benefits. Direct competitor in UK specialist pet trade and grocery channels.
• Applaws: Natural pet food brand offering high-protein, natural ingredient recipes for cats and dogs. Comparable positioning in the natural/ premium pet food segment with similar product formats (wet food, dry food, treats).

Broad incumbents

• Nestlé Purina PetCare: Global pet food giant and subsidiary of Nestlé. Competes broadly in same categories (dog and cat food, treats) across European markets. Significantly larger scale but overlaps in natural and premium segments where Assisi operates.
• Mars Petcare: One of the world's largest pet care companies with brands like Pedigree, Whiskas, and Royal Canin. Competes across all price points and categories that Assisi serves, though at much greater scale and with broader geographic reach.
• Hill's Pet Nutrition: Colgate-Palmolive subsidiary specializing in premium pet nutrition. Comparable in focus on health-focused and life-stage-specific pet food formulations, directly overlapping with Burns Pet Nutrition's hypoallergenic and breed-specific positioning.
• Spectrum Brands Pet Care: Global consumer products company with significant pet care division including FURminator and other pet brands. Comparable as a diversified pet care platform though with different product focus (grooming, accessories) and broader scale.

Emerging players

• Butternut Box: UK fresh pet food delivery company offering subscription-based fresh dog meals. Competes for health-conscious pet owners but in fresh/frozen rather than dry/canned formats. Represents the direct-to-consumer trend in pet food.

Regional players

• Forthglade: UK natural pet food company specializing in wet food and natural treats for dogs and cats. Directly comparable to Banquet and Perfection brands in Assisi's portfolio. Primarily UK-focused with some international distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AssisiPetCare
• Xtwitter.com/assisipetcare
• Instagraminstagram.com/assisipetcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A4 records

Investments

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

Frequently asked questions about Assisi Pet Care