Quantuma advises premium UK dog treat brand JR Pet Products on its sale to AlphaPet Ventures
Experts from business advisory firm Quantuma have advised the shareholders of premium UK dog treat brand JR Pet Products Limited on its acquisition by AlphaPet Ventures, a well-established digital brand platform for premium pet food in Europe. With highly complementary group brands, the sale positions JR Pet Products for accelerated growth and a prosperous future.
Established in 2012, with its headquarters in Llandovery in Carmarthenshire, Wales, JR Pet Products is a leading UK premium dog treat brand, offering a wide range of natural dog chews and treats. With a strong focus on quality raw materials and products, JR has built a loyal and strong customer base. The brand distributes its products via its own direct-to-consumer shop, as well as via 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, 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. This activity 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. 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.
Managing director of JR Pet Products Jonathan Davies said: “Adrian, Calvin, and Duncan from Quantuma were outstanding partners, making a very complex process seamless for us. Their deep understanding of our company and the market was evident in the tailored marketing materials and their ability to attract strong interest from potential buyers. Proactive and highly engaged throughout, they secured an incredible deal and the right home for our business.
Their nature was personable and approachable and this really made us feel like they were part of our team. They worked to ensure that we understood the many complicated factors that comprise a deal process. If you are looking to sell your business, I highly recommend speaking to the Quantuma team!
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 commented: “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 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.