Ghostdog Pets Ltd, an impact-driven UK pet innovation company, is launching its first brand – Sync® – at PATS 2025 this weekend.

Ghostdog Pets Ltd is a revolutionary new pet care company committed to using impact-driven innovation to solve some of the greatest challenges in the pet world.

Unlike its namesake, the Amazonian ghostdog, which is so seldom seen, Ghostdog Pets has no intention of being elusive; rather, it seeks to boldly disrupt the industry with game-changing innovation and go-to-market strategies.

Glenn Rankin, the brainchild behind Ghostdog Pets, has a career building challenger brands. Having seen the visible health benefits of insect diets, Glenn was determined to reframe the insect story: from just a sustainable ingredient to a smart, functional nutritional formula brimming with health benefits.

“In 2024, the opportunity to launch my own group of brands presented itself, and I didn’t need asking twice. Ghostdog Pets was born out of the desire to make insect protein accessible to all pets and to build a global group of purpose-led brands,” said Glenn Rankin.

Ghostdog Pets is built by a senior team with strong backgrounds in pet retail, nutrition, and FMCG marketing, with all co-founders joining in 2025. The company aims to expand its brand portfolio over the next 18 months, scaling through both organic growth and targeted M&A.

Glenn was determined to hire experienced partners for this ambitious agenda and is delighted to confirm that industry veteran Paul van der Raad has joined as Group Senior Vice President & Chief Commercial Officer, effective 1 October. Paul brings more than 30 years of hands-on leadership across the global pet industry, from ingredients and innovation to brands, retail, and strategy.

“Paul knows this industry inside out,” said Glenn Rankin, Founder and CEO of Ghostdog Pets. “He’s sharp, practical, and fully plugged into what makes a brand work in today’s market. His experience with insect-based nutrition, functional health, and retail is exactly what we need as we grow. Having Paul on board gives us the commercial firepower and focus to build momentum fast and stay true to our mission.”

Paul has held CEO roles at Vital Petfood Group, Best Friend A/S, Henne Pet Food, and Petbuddy Group, and served in a global new business development leadership role at Protix, the world’s leading insect-based ingredient company. At Ghostdog Pets, he will be responsible for commercial strategy, retail partnerships, and commercial growth, starting with the successful launch of Sync, a functional nutrition brand for sensitive dogs introduced at PATS 2025.

“Joining Ghostdog Pets is an exciting step for me,” said Paul van der Raad. “I’ve spent my career pioneering and building pet businesses, from ingredient level to brands. SYNC® is a great example of what happens when you combine deep pet nutrition insight with bold thinking. It delivers something new, not just to pets, but to the trade as well: functional nutrition and strong support for retail.”

In addition, Glenn has appointed Joanna Botwood as Chief Marketing Officer to lead marketing and innovation for this revolutionary new portfolio. Joanna brings decades of experience leading FMCG businesses and building sustainable brands. 

Motivated by the prospect of building something from the ground up, she said: “I’ve had the benefit and fortune to work on some incredible global brands across many different categories over my career. But when presented with the opportunity to build something from scratch, I couldn’t say no. While I don’t have experience within the pet industry, I see an obvious opportunity to act, behave, and operate differently, ultimately benefiting pets, pet parents, and the planet in the long run.”

Retailers and trade partners can experience Sync® first-hand at PATS 2025, with pre-orders available from September 2025 and full consumer availability in January 2026.

Stockists are encouraged to contact the Ghostdog Pets team directly via email at hello@ghostdogpets.com.

Ghostdog Pets are exhibiting on stand A40 at PATS.