Fresh for Paws, creator of 100% natural wet food, announced its merger with Pawfect Pet Foods Pvt Ltd, known for its range of pioneering products and particularly it is freeze-dried food and treats range.
Established in 2018 by leading canine nutritionist Srishti Bhatia, Fresh for Paws has become a nationally recognized brand offering its 100% natural wet food recipes for dogs and cats across the country. Fresh for Paws has experienced rapid growth in both domestic expansion and continued product innovation. In its next chapter of growth, Pawfect Pet Foods will help to build upon Fresh for Paws momentum by extending its footprints beyond India and reach more pet parents across the world.
Speaking about the merger, Srishti Bhatia, FFP founder said, “The decision to merge with Pawfect was that our philosophies match when it comes to taking care of our pets through nutritional treats and food. My aim was always to expand geographic foot of Fresh for Paws products since we started and Pawfect Foods gives us that platform. The best part about joining the Pawfect family is that more core vision and product philosophy stays intact even as we look to expand our offerings nation wide as well as globally.”
FFPs growing popularity has been recognized by the pet food industry- it has won multiple awards including the prestigious Indian Pet Industry Awards 2021 wherein Srishti was adjudge Pet Entrepreneur Of The Year (2nd Runner Up) while FFP won the Pet Food Brand of the Year 2021 (Wet) (Made In India).
Pawfect Pet Foods based out of Noida started in 2019 and since its inception has focused on the international market. Over 100 SKU strong Pawfect’s premium portfolio is currently available across fifteen nations from USA to Vietnam and is fast expanding its global presence of its highly differentiated range from freeze dried food & treats to first herbal tea & grain free cheese biscuits for dogs. Multiple award winning (PATS 2019, PATS 2021, World Foods Innovation Awards-2020, Nourish Award-2020) Pawfect products are globally acclaimed for being 100% natural in the truest sense. Pawfect Foods is a rare portfolio which does not use any synthetics/ chemicals in any of the products be it as a supplement, additive, fillers, or preservatives. It remains committed to its belief that zero synthetics/ chemical food keeps pet healthier, happier, and live longer.
Echoing the sentiments of the founder Prashant Patwardhan; the Company COO Anubhav Balyan proudly claims that from the ingredients they use in their recipe to the processes that they deploy for the production are all human worthy. Prashant stated: “Our pets deserve the highest quality nutrition, and we know that the best nutrients come from nature’s ingredients; so, we don’t add anything to the natural ingredients, we don’t take anything away from them. We just keep them Pawfect”
Explaining the rationale behind the acquisition, Pawfect personnel explained that they believe that Fresh for Paws team has done a brilliant job of creating highly beneficial recipes in the wet food segment and that compliments their extensive freeze-dried portfolio. Anubhav expressed that the Pawfect management is extremely excited to help take the brand to the next level and launch it across EU and UK in the next quarter. Srishti Bhatia who was approached earlier by multiple other companies and investors feels merging with Pawfect Pet Foods is the right decision as the management there understands her vision, purpose, and values and their innovative yet transparent approach to pet food makes them stand out from the pack .
While Pawfect Pet Foods is the fastest growing pet food start up, it will be interesting to watch the growth trajectory of these two entities together and its next move as it has been following a very unconventional approach right from the start.