Pet care company sniffs out supermarket deal

Sniffers Pet care has secured its second supermarket deal for its natural dog treats.

The Halifax company launched its NAW brand around two years ago  and recently teamed up with Sainsbury’s in a deal which saw the natural dog treat stocked in more than 300 stores nationwide.

In its latest tie-up, Sniffers has joined forces with Morrisons and in a deal that will its products sold in 178 of its stores.

Sniffers has been providing pet products and services for over 40 years and is now one of the largest pet treat suppliers in the UK.

In recent years Sniffers has expanded rapidly following a £2.6m investment from Leeds-based Traditum Private Equity. In 2021 it moved to a new warehouse in Elland where it now employs 30 people.

Simon Brown, CEO at Sniffers, said: “We’re incredibly happy to be working with Morrisons. Not only is it a pleasure to partner with another Yorkshire-based business focused on high-quality, environmentally conscious produce, it’s also a huge vote of confidence from a household name that see’s what we see.

“There’s a big shift going on in the treat category, owners want natural, and NAW will continue leading the way. We’re making natural the norm, not the exception.”