Assisi Pet Care buys Sniffers and its NAW dog treat brand: full analysis

Assisi Pet Care is continuing its acquisition-led expansion with the purchase of Sniffers Pet Care Limited and its lead brand, NAW, a natural dog treat line launched in 2023. In its May 13, 2026 announcement, Assisi said the acquisition fits its strategy of building a “natural, purposeful pet care” platform and gives it a faster-growing foothold in natural treats through a younger brand that has already gained momentum in specialty pet, retail, and e-commerce. Trade reporting earlier in May described NAW as a single-ingredient, meat-based brand with a “nose-to-tail” proposition centered on using more of the animal and reducing waste. (assisipetcare.com)

The move also fits Assisi’s broader playbook. The company describes itself as a specialist in acquiring and growing pet care and food businesses, and it has steadily assembled a portfolio of natural pet food and treat brands across the UK and Europe. Its earlier acquisitions have included Pet Munchies, Polish treats manufacturer Maced, and Yakers, while its current brand roster also includes Burns, HiLife, and Hollings. In October 2023, Chicago-based private equity firm Wind Point Partners acquired Assisi, backing management’s plan to keep building the platform through both organic growth and dealmaking. (assisipetcare.com)

NAW is a relatively new asset, but not an untested one. Sniffers partnered with Leeds Beckett University in 2023 through a Knowledge Transfer Partnership, partially funded by Innovate UK, to support the launch and market development of the brand. At the time, Sniffers said it had more than 40 years of pet industry experience and was using the partnership to sharpen its marketing strategy, enter new markets, and support an ambition to become a leading natural dog treat supplier. That background helps explain why NAW may have looked attractive to Assisi: it brought a fresh consumer-facing brand, but one built on an established company with category experience and an intentional growth plan. (petfoodprocessing.net)

The companies have framed the acquisition as a strategic fit rather than a turnaround. Assisi CEO Chris Melander said NAW has “real momentum” and strengthens the company’s position in natural treats, while Sniffers CEO Simon Brown said Assisi’s scale and expertise should help the brand grow faster without losing its identity. Financial terms were not disclosed. Based on Assisi’s own description, the attraction appears to be NAW’s combination of simple formulation, sustainability-adjacent messaging, and traction with newer pet parents shopping across specialty and digital channels. (assisipetcare.com)

There does not appear to be substantial outside expert commentary on the transaction yet, but the industry context is clear. Pet industry deal trackers and trade outlets have pointed to a pickup in pet M&A activity in 2026, with pet food and treats remaining active areas for strategic buyers and sponsors. In that environment, Assisi’s purchase of NAW looks less like an isolated deal and more like a targeted bolt-on: a way to deepen exposure to premium natural treats without building a new brand from scratch. That’s an inference based on Assisi’s acquisition history, Wind Point’s backing, and broader reporting on renewed pet-sector deal activity. (wppartners.com)

Why it matters: For veterinary professionals, this is another reminder that client demand is still pulling the pet food and treat market toward “natural,” minimally processed, and ethically framed products. Those claims can shape pet parent expectations long before a nutrition conversation reaches the exam room. As more scaled companies acquire niche treat brands, veterinary teams may see wider distribution of products that are marketed around single ingredients, sustainability, and simplicity. That can create opportunities for practical guidance, especially for pets with obesity, gastrointestinal sensitivity, elimination diet needs, or therapeutic nutrition plans, where treats can quietly undermine the main diet if they aren’t discussed. (assisipetcare.com)

It also matters because consolidation can change how quickly these products move from specialty shelves into mainstream retail and e-commerce. Assisi already sells across grocery, e-commerce, and pet specialty channels in the UK and Europe, and Wind Point has described the company as a platform with room for further expansion. If Assisi applies that infrastructure to NAW, veterinarians may encounter the brand more often in client questions about ingredient quality, sourcing, digestibility, and whether “natural” treat choices are necessarily healthier. (wppartners.com)

What to watch: The next signal will be integration: whether Assisi expands NAW’s distribution, reformulates or broadens the line, or uses the brand as a template for further acquisitions in premium natural treats over the next 12 months. (assisipetcare.com)