The British pet food manufacturer plans to roll out a new brand proposition to continue growth.
The capital injection from the private equity firm Traditum will also enable the Halifax-based company to invest in new manufacturing and distribution roles at its site.
“We have transformed our business over the past three years, focusing on new, high-quality product lines which cater to dog owners looking for a more natural product for their pet,” said CEO Simon Brown.
Sniffer Pet Care specializes in natural pet treats, supplying retailers like Pets at Home, Jollyes, and other independent retailers.
