Dog treat brand JR Pet Products completes sale to AlphaPet Ventures

Premium UK dog treat brand JR Pet Products has been acquired by AlphaPet Ventures. Shareholders on the sell-side were advised by experts from business advisory firm Quantuma.
Based in Carmarthenshire in Wales, JR Pet Products was established in 2012 to produce dog treats to customers across the UK. The luxury pet brand offers a wide range of natural dog chews and treats, using quality raw materials and products, and distributing via its own direct-to-consumer shop, as well as via business partners.
As the premium pet food brand looks to expand across Europe, it has agreed a sale to AlphaPet Ventures. The buy and build pet food platform 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.
AlphaPet’s strategy focuses on multi-channel distribution, with an emphasis on direct-to-consumer sales. The acquisition of JR Pet Products is AlphaPet’s fourth acquisition since 2020. With highly complementary group brands, this latest deal positions JR Pet Products for accelerated growth and a prosperous future.
Managing director of JR Pet Products Jonathan Davies said, “Our partnership with the AlphaPet team marks an exciting new chapter for JR Pet Products. Together, we look forward to building on the strength of the brand, supported by our trusted suppliers and customers, to achieve our growth goals in the years ahead.”
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, using their usual hands-on and relationship led approach. The Quantuma team advised on the business plan and market positioning and undertook a dual track strategic marketing process.
Quantuma managing director Adrian Howells commented, “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 sizeable 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.”
The Quantuma team worked alongside Jason Varney, Rachel Macmillan and Joseph Hartland from Thomson Snell & Passmore, who delivered legal counsel throughout the completion process.