Real Pet Food Company (RPFC) has announced its entry into the growing pet
supplements market with the acquisition of Australian-based pet supplement
start-up, People for Pets.
The acquisition marks RPFC’s first entry into the pet supplement category, a
segment which David Grant, CEO, RPFC, says represents significant opportunity
for the business.
“There is huge potential for growth in this space,” Grant told Pet Industry
News. “It is underdeveloped vs the US market or even Asia, and we know pet
care follows human trends, so the potential for supplements in the pet
category is significant.”
People for Pets was built by a team of former Blackmores and P&G executives
and has demonstrated impressive growth since its foundation in 2021. It
recently launched Nectar of the Dogs, the first range of Australian made,
plant-based, medicinal water treats.
Nectar of the Dogs was formulated to exacting, evidence-based standards in
collaboration with vet surgeons and naturopaths. It uses organic and human-
grade ingredients setting a new standard for dog supplements.
“Nectar of the Dogs is a slightly niche, unique brand, but the product itself
and the consumer reaction is what sold it to us,” Grant said.
“The segment of supplements is exciting, and we know that with the team from
People for Pet’s experience and spirit that this was a great match for us. We
are excited to partner with People for Pets and look forward to expanding into
the pet supplement space.”
Through the partnership, RPFC will work to grow the People for Pets brand both
domestically and in key global markets.
“The team at People for Pets have a bunch of new ideas in this segment of the
pet market and we can’t wait to work with them to bring the ideas to life,”
RPFC is investing alongside founder and ongoing shareholder and employee of
People for Pets Gabriel Perera, who said: “This is an exciting partnership for
People for Pets because we can combine the entrepreneurial style and natural
animal health expertise that has made us successful to date, with RPF’s
experience, resources, capabilities and international reach as a values-led,
Australian global pet care leader.”
Tagged: Nectar of the Dogs, People for Pets, Real Pet Food Company
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