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Quantuma has advised premium UK dog treat brand JR Pet Products Limited on its acquisition by AlphaPet Ventures, a digital brand platform for premium pet food in Europe. Established in 2012, with headquarters in Llandovery in Carmarthenshire, Wales, JR Pet Products offers a wide range of natural dog chews and treats, with a strong focus on quality raw materials and products. The brand distributes its products via its own direct-to-consumer shop, as well as through business partners.
Quantuma managing director Adrian Howells, director Calvin Bond and manager Duncan Moore led the sales process for JR Pet Products on behalf of the shareholders.
The team advised on the business plan and market positioning and undertook a dual track strategic marketing process, which “generated significant interest” from both financial and trade investors and ultimately identified AlphaPet Ventures as the preferred bidder.
AlphaPet Ventures is a buy and build pet food platform focussed on strengthening its international footprint and further expanding its treats business. It is known for digitising the pet market and building and distributing premium brands across Europe.
Its portfolio includes premium brands such as Wolfsblut, Wildes Land, Arden Grange, and Herrmann’s Manufaktur. The acquisition of JR Pet Products is AlphaPet’s fourth acquisition since 2020.
Howells, said: “It was a real pleasure to work with Jon, Becky and Stephen to put their brilliant business into its new home. This transaction delivers continuity for JR Pet Products as part of AlphaPet Ventures and allows the sellers to secure the shareholder value created by JR’s growth trajectory and stellar market reputation.
“This was a comprehensive and very sizable deal; it represents a true showcase of what the Quantuma Corporate Finance team is capable of and is a brilliant way to start the 2025 M&A year. I look forward to watching the business flourish with its new owners and we wish them every success in their next chapter.”
