Denes Natural Pet Care sold to Thrive Pet Foods
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A Sussex-based pet care business that has been operating for more than 60 years has found a buyer. Denes Natural Pet Care, founded in 1951, was acquired for an undisclosed sum by Petproject, which trades in London as Thrive Pet Foods.
Thrive was co-founded by entrepreneurs Anthony Bard and Paul Finger in 2005.
Under the terms of the agreement, Thrive will offer a phased transfer of equity, which is conditional on profit targets being met.
The deal was advised by company sale and brokerage specialist KBS Corporate.
Tom Eatough, deal executive at KBS Corporate, said: "I am looking forward to seeing Paul and Anthony build on the Denes brand and I wish both parties the best for the future."
Denes was set up by vet and author Buster Lloyd-Jones, who died in 1980.
Lloyd-Jones wrote the instructional books Love on a Lead and Natural Health for your Pets, as well as two autobiographies.
Anthony Bard and Paul Finger launched Thrive after discovering on a visit to a supermarket that they could not find ‘real’ food for their cats and dogs. They were also unable to decipher the list of ingredients of the leading brands available at that time.
With 30 successful years of experience making foods for ‘people’ Anthony and Paul extensively researched and reviewed the global pet food market along with its existing production processes and subsequently decided that they should launch Thrive. This was done with the promise of using absolutely the best quality of ingredients, 0% nonsense so pet owners could buy products in complete confidence.
The first product was Thrive ProReward which is simply freeze dried 100% beef liver and is still the company's consistent best seller.
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