We are proud to announce that Inspired Pet Nutrition (IPN), a leading independent UK pet food company, has announced the acquisition of Pet Food UK, including its three brands Barking Heads, Meowing Heads and AATU, from Piper and its founders.
Founded in 2009 by Paul Hunter, Dave O’Regan and Jim Moloney and led since 2017 by CEO Sarah Kaye, Pet Food UK’s (PFUK) premium dog and cat food and treats have been instrumental in growing the premium pet food category and educating people in the UK and internationally on the importance of good nutrition for their pets.
Formulated with the highest quality ingredients, Barking Heads is known for its quirky names such as ‘Fat Dog Slim’ and ‘Purr-Nickety’, highly distinctive packaging, and strong customer loyalty. In 2015, PFUK introduced the AATU brand, a super-premium product following the 80/20 rule (80% meat, 20% vegetables), which was the world’s first single protein source dry pet food.
The brands have found a perfect home in IPN, a market leading group of natural dog meals and pet treats under the Harringtons and Wagg brands.
We’re very proud of the brand and team we helped to build. Throughout our partnership with them, we were able to develop the brand into a digital first business. At investment, only 10% of sales in the UK came from digital channels which has shifted to c.60% of sales today. Meanwhile, 30% of revenue comes from international markets.
Interest in the business is testimony to the appeal of the brands, the quality of its pet food and the work done in recent years to build a loyal community of customers including partnerships with two leading charities – Dogs On The Streets and Pets As Therapy.
We’re delighted to see Pet Foods UK and the team at Barking Mad Mansions (their lovely dog-friendly office) join IPN, who share their values and commitment to the high standards of product quality, innovation and sustainability, and we know the company and its brands will continue to flourish under the new ownership.