Kennelpak, the pet specialist wholesaler, brand owner and distributor, announces an exclusive distributor partnership with leading US-based pet foods and treat manufacturer, Primal Pet Group, to supply two new brands for the UK’s fast-growing natural occupier dog chew category.
Bringing together two pioneers and leaders in the thriving yak chew category on both sides of the Atlantic, the partnership capitalises on opportunities in the market and establishes Kennelpak as the go-to distributor and wholesaler in the UK.
Pioneers in the US, Himalayan Pet Supply, a leading brand in the Primal Pet Group portfolio, introduced The Original Himalayan Dog Chew to the market establishing a nearly $90 million natural occupier dog chew category. Under the agreement, Kennelpak, the original supplier of yak chews in the UK with market-leading YAKERS brand, will drive further growth by launching Primal Pet Group’s best-selling natural occupier dog chew brands, Himalayan Pet Supply and Yellow Yak.
By adding Himalayan Pet Supply and Yellow Yak brands to Kennelpak’s carefully curated portfolio, these new products, along with the award-winning YAKERS range, now serve the premium, quality and value natural occupier market. Further benefiting both retailers and pet parents, the new additions also add bacon, chicken and peanut butter flavour natural occupier dog chews in the UK.
As the trend towards the humanisation of pets continues, the new agreement builds on the expansion of Kennelpak’s own market-leading YAKERS brand into a value-added superfoods proposition. The new partnership leverages the UK’s growing natural occupier dog chew category that is outperforming the overall pet food market[1] and where there is continual demand for new and innovative products and flavours from discerning pet parents looking to keep their pets healthy and stimulated with an alternative to rawhide.
Celebrating 50 years of pet food expertise, Kennelpak will benefit from Primal Pet Group’s extensive experience in the US where the Himalayan Pet Supply brands have captured 60 percent market share. With the US pet market generally considered to be three years ahead of the UK, its natural occupier dog chew category growing 13 percent year on year [2] and a trend towards an increase in different flavours, this new agreement sees Kennelpak primed to be the distributor of choice for UK retailers looking to provide UK pet parents with greater selection.
Building on Kennelpak’s channel expansion strategy, the enhanced natural occupier dog chew portfolio will be available across a selection of specialist, online and grocery retailers, ensuring pet parents have ready access to these treats. Recent investment in an experienced sales team and support function has put Kennelpak in the perfect position to capitalise on these opportunities.
Commenting on the announcement, Kennelpak Chief Executive Officer, Claire Bayliss, said: “We are delighted to announce our partnership with Primal Pet Group, expanding our market-leading natural occupier dog chew offering in this exciting and growing category to provide a turnkey solution for retailers and pet parents in the UK. It is thanks to our unique positioning and our long-standing and trusted reputation within the pet sector that make us a natural choice for global brands looking to sell into the UK market and to meet the evolving needs of pet parents nationwide.”
Jon Balousek, CEO, Primal Pet Group, said: “With Kennelpak’s strong experience within the UK pet sector and our reputation for high-quality natural occupier dog chews that drive sales, this partnership is poised for success. Our mutual commitment to excellent products, as well as our deep understanding of the natural occupier dog chew category, make us ideal partners. We see tremendous growth potential for our brands in this market and look forward to pet parents in the UK discovering our Himalayan Pet Supply and Yellow Yak products.”
The new products are available in the UK from June 2024.
