Sniffers Pet Care supplies natural, air-dried pet treats under its NAW brand (rebranded from Buffalo and Walter Smith in 2023) and sells into retailers including Pets at Home, Jollyes, Ocado and independent specialists. The NAW brand (No Animal Wasted) was launched in 2023 and will be showcased at Crufts, supporting planned product and marketing activity. The business operates a production site in Elland and says the latest funding will accelerate production there and deliver an incremental uplift of £3.3m in annual revenue. Sniffers has seen rapid growth over the past 24 months, reporting a 40% year-on-year increase in turnover and an 85% rise in headcount over the last 12 months to 37 full-time employees. Senior leadership includes CEO Simon Brown, CFO Peter Harrison and non-executive directors Tom Page and George Page, who were appointed in 2023 and bring experience from Inspired Pet Nutrition. The company plans to use the funding to accelerate growth in 2024 and support upcoming launches. Sniffers Pet Care is a family-owned pet products business with over 40 years of experience in the pet industry across retail and distribution. The company specialises in natural pet treats and supplies customers including Pets at Home, Jollyes and hundreds of independent retailers. Its brands include Walter Smith, Buffalo Natural Dog and Monster Chocs. Traditum, a Yorkshire-based private equity house, has made a £1.75m investment in the Halifax-based (Elland) business. The funding will be used to build on established relationships, support the rollout of new brands and product ranges, and to invest in new manufacturing and distribution roles at its Halifax site. The article does not disclose other financial metrics or prior financing rounds.

Total raised

$3M

Funding rounds

2

Latest round

Series A

Latest activity

Mar 2024