AlphaPet acquires JR Pet Products premium dog treat brand

The company said the move strengthens AlphaPet's position in the European premium pet food market.

2 Lisa Selfie December 2020 Headshot
This acquisition of JR Pet Products is AlphaPet’s fourth acquisition since 2020.
This acquisition of JR Pet Products is AlphaPet’s fourth acquisition since 2020.
Maksim Labkouski | BigStock.com

AlphaPet Ventures, a digital brand platform for premium pet food in Europe, has acquired JR Pet Products, a UK brand specializing in natural chews and treats for dogs. The acquisition aims to expand AlphaPet’s presence in the UK and enhance its portfolio of high-quality pet food brands.

JR Pet Products, founded in 2012 by Jonathan and Rebecca Davies, is known for its premium, natural dog treats and loyal customer base. The brand distributes its products through direct-to-consumer channels and business-to-business partnerships.

“Jonathan and Rebecca have built a fantastic brand,” said Marco Hierling, founder and CEO of AlphaPet. “JR aligns with our commitment to healthy and premium pet food while offering a complementary product range.”

The JR Pet Products team will stay on board and Jonathan and Rebecca Davies will continue as managing directors of JR.

By partnering with AlphaPet, JR will gain access to AlphaPet’s resources and European distribution network, unlocking potential for future growth. 

AlphaPet has made four acquisitions since 2020 as part of its strategy to become a leader in premium pet food and treats across Europe. Other acquisitions include Herrmann’s Manufaktur brand and Arden Grange. The purchase was financed through equity and debt, with Patria Investments leading the funding alongside Venture Stars and AlphaPet shareholders.

Mark Nicolson, Partner at Patria, expressed confidence in AlphaPet’s leadership, saying, “We look forward to continuing our partnership with their exceptional management team to create more value in the pet care market.”

Adapted from a press release.

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