Assisi Pet Care has announced the acquisition of Sniffers Pet Care and its lead brand NAW, a fast-growing natural dog treat brand.

NAW has quickly established itself as one of the most exciting emerging brands in the natural treats category.

Built around a clear proposition of single-ingredient, meat-based products, NAW combines a strong ‘nose-to-tail’ ethos with a modern, engaging brand that resonates with today’s pet owners. Its commitment to using every part of the animal; reducing waste while delivering simple high-quality nutrition, has helped it stand out in a rapidly growing segment of the market.

Since launching in 2023, NAW has achieved strong momentum across Specialty Pet Trade, retail and e-commerce channels, building a loyal customer base and establishing itself as a compelling new choice for pet parents seeking natural, minimally processed treats.

“We’re incredibly excited to welcome NAW into the Assisi portfolio,” said Chris Melander, CEO of Assisi Pet Care.

“It’s a brand with a clear point of view, strong consumer appeal and real momentum. NAW strengthens our position in natural treats; one of the fastest-growing parts of the category, and brings us closer to a new generation of pet owners.

“We’re looking forward to working with Simon and his team to build on the great foundations they’ve created and unlock the brand’s full potential as part of Assisi.”

Simon Brown, CEO of Sniffers Pet Care, added: “We’re proud of what we’ve built with NAW and excited to join forces with Assisi. Their scale, expertise and shared commitment to natural, high-quality products make them the ideal partner for the next phase of growth. We believe this combination will allow NAW to go further and faster, while staying true to what makes the brand special.”

This acquisition reflects Assisi’s continued focus on building a leading platform in natural, purposeful pet care — bringing together distinctive brands with strong consumer relevance, high-quality products and exciting growth potential.