Local pet treat business outgrows premises due to surge in demand

Sniffers Pet Care is moving into larger premises and taking on more staff to cope with growing demand for its products.

Sniffers Pet Care Director Simon Brown

Currently based on Colne Bridge Road, the business will move to a new 22,500 sq ft home at the Lowfields Business Park, Elland, this month. Director Simon Brown said three roles had been created as a result of the move, taking the headcount to 12.

Sniffers supplies healthy, ethically sourced pet treats to the wholesale market, including its own-brand Buffalo Natural Dog Treats and the Walter Smith range. The business also owns the exclusive UK distribution rights to the BowWow range of treats.

Sniffers has enjoyed an impressive growth trajectory over the past 12 months, taking significant orders from industry giants such as Pets At Home and Jollyes.

Turnover is currently up 50% year-on-year and the business is likely to hit its target for the next year-end a full six months ahead of schedule. The company recorded its largest-ever turnover of £1.3m in September and is on track to hit the £2m mark by September 2021 – and £3m by the following year.

Growth throughout the pandemic has been steep in response to the increasing number of people welcoming a dog into their home. Around a quarter of UK households now own at least one dog and, said Simon, demand for high quality, healthy treats was growing.

“We’re experiencing something of a golden age of dog ownership at the moment,” said Simon, “and we recognise that today’s owners are passionate about the health of their pets and what they feed them.

“There has been a definite move away from high sugar, unhealthy treats towards healthier options made from natural ingredients. As a specialist supplier of high quality, healthy treats, we have experienced a huge surge in demand for our products as owners seek out options that are natural but that their pets will love.

“It’s great news for us as a business and suppliers, who benefit from our superior service, but it’s also good news for the local economy as it means we can take on more staff and get more people from this community into employment.”

The new base will allow for palletised distribution and includes a dedicated finishing line. Simon added: “The extra space at the new warehouse will enable us to continue to grow, both in terms of sales and headcount. Creating employment in this area is something I’m passionate about, it’s a driving force behind the business.”

Sniffers Pet Care distributes a wide range of products to more than 1,000 pet care stores across the UK, from independent traders to household names such as Pets At Home. For more, go to the website https://www.snifferspetcare.co.uk/

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