Firelight Capital Partners has acquired Snif-Snax, a Miami-based wholesaler and retailer specializing in smoked Scottish salmon and chicken pet treats. Financial terms of the transaction were not disclosed.
The acquisition includes leadership changes, with Kevin Fick appointed as CEO and Jeff Sutherland as COO. Both executives bring decades of experience from leadership positions at pet industry companies and will focus on expanding Snif-Snax's operations while exploring additional opportunities in the pet sector for Firelight Capital.
Snif-Snax produces primarily single-ingredient treats in human-grade facilities, with products smoked in the U.S. and UK using natural hardwood chips. The company excludes grains, chemical additives, antibiotics and GMOs from its formulations. Products are distributed online and through select retailers across the U.S.
"Given our prior successes in the pet industry, we are thrilled that Snif-Snax founder Jonathan Brown has chosen to partner with us and incoming talent, Fick and Sutherland, to lead the company on its next growth trajectory," said Rick Perkal, CEO and Managing Partner of Firelight Capital.
The private equity firm plans significant investments in the acquired company, including opening a new distribution and manufacturing facility and infrastructure improvements. The company noted that according to 2024 American Pet Products Association (APPA) data, the overall pet market is valued at $151 billion.
"We believe this is the beginning of an amazing journey, and we look forward to fast-tracking our growth organically and through strategic acquisitions," said Fick. "We are excited to build upon the strong foundation Jonathan has developed, and together with the upcoming product innovation, improved category management, and future branding/packaging opportunities, Snif-Snax is positioned to be the leader in high quality pet treats."
Founder Jonathan Brown and his nephew Aaron Brown, who serves as general manager, will retain ownership stakes in the business. The company will continue developing new products while maintaining its focus on premium quality nutrition.
"The Brown family is delighted to partner with Rick Perkal and the Firelight team," said Brown. "Kevin and Jeff bring more than 60 years of combined pet experience, which will enable us to dramatically grow our brand domestically and internationally."
Firelight Capital Partners is a private equity firm that invests in consumer brands with revenues between $25-100 million and EBITDA of $3-20 million. In 2023, Firelight sold Three Dog Bakery, a natural pet treat company that was its initial investment.
According to Petfood Industry's Top Pet Food Companies, Snif-Snax was established in 2016 in Miami, Florida, as a producer of all-natural, limited ingredient pet treats. The company focuses on developing pet treats with minimal processing and sustainable sourcing practices. Products are distributed online and through retail channels throughout the U.S.
