Assisi Pet Care buys Sniffers and its NAW dog treat brand

Assisi Pet Care has acquired Sniffers Pet Care Limited and its lead brand, NAW, a natural dog treat brand launched in 2023. Assisi said the deal expands its position in natural treats, a category it described as one of the fastest-growing parts of pet care, and adds a brand built around single-ingredient, meat-based products and a “nose-to-tail” waste-reduction proposition. The announcement was published by Assisi on May 13, 2026, and trade coverage on May 8 said NAW had already built traction in specialty pet, retail, and e-commerce channels. Assisi’s existing portfolio includes Burns, HiLife, Hollings, Pet Munchies, Maced, and Yakers. (assisipetcare.com)

Why it matters: For veterinary professionals, the deal is another sign that natural, minimally processed treats remain a growth area, with larger platforms moving to consolidate smaller brands that can appeal to ingredient-conscious pet parents. That matters because treat usage often intersects with conversations about diet quality, caloric load, food sensitivities, and client expectations around sustainability and transparency. NAW’s positioning around single-ingredient products and whole-animal utilization may resonate with some clients, even as veterinary teams continue to frame treat choices within the broader context of complete-and-balanced nutrition and evidence-based feeding guidance. (assisipetcare.com)

What to watch: Watch for whether Assisi keeps NAW as a distinct premium brand and pushes wider distribution across Europe following the integration. (assisipetcare.com)