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Better Choice to Acquire Halo, Purely for Pets

Pet Age Staff//October 23, 2019//

Better Choice to Acquire Halo, Purely for Pets

Pet Age Staff //October 23, 2019//

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Press release: Better Choice Company, Inc.

Better Choice Company, Inc., an animal health and wellness CBD company, announced the signing of a definitive agreement to acquire holistic pet foods leader Halo, Purely for Pets.

“Halo is a well-established, premium brand and falls squarely in line with our goal to build an all-encompassing, global, animal health and wellness consumer product goods company,” said Damian Dalla-Longa, CEO of Better Choice. “Over the last three decades, Halo has built a strong reputation and loyal consumer following, carving out a niche in the industry with high-quality animal products that contain whole food meat and fish and non-GMO ingredients. We look forward to working with their team to close the transaction and integrate their brand into our operating and marketing platform.”

The Halo management team, led by branded consumer food and animal health veteran CEO Werner von Pein, will continue to manage the Halo business. Halo’s name and brands are not expected to change as a result of the transaction.

“Better Choice is the ideal partner for Halo and this combination comes at an exciting time for our company,” said Werner von Pein, CEO of Halo. “As the Better Choice team brings a wealth of experience in animal health and growing consumer brands, we are eager to leverage that expertise and continue to expand our company’s footprint, while maintaining Halo’s unwavering commitment to product quality and to our pet parents’ experience.”

“This is a transformational acquisition for Better Choice that will help accelerate the build out of our animal health platform,” said Bruce Linton, special advisor to the company. “The team, market and capital are aligned on the opportunity to create a world class business at BTTR, with responsible revenue growth and an ambitious research, data and analytics strategy.”

Jefferies LLC served as exclusive financial advisor to Halo. Greenberg Traurig represented Halo as counsel. Latham & Watkins served as corporate counsel for Better Choice. The acquisition is expected to close by the end of 2019.

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