FRONTLINES industry news
Mary’s Whole Pet
Sponsors Rescue Event
Mary’s Whole Pet ( maryswholepet.com) teamed up with Dylan’s Candy BarN
to sponsor an event for
The Humane Society of the
The event, which was held
in New York City on Sept. 25,
raised close to $13,000 for
The Humane Society of the
United States’ Stop Puppy Mills
Mary’s Whole Pet is proud to have participated in the Dylan’s Candy BarN
event by donating 100 Whole Pet trial bags for the event’s gift bags and allowing
attendees the opportunity to learn more about the company and a reliable plant-powered relief alternative for their pets.
Acquires Planet Dog
Planet Dog ( planetdog.com) was acquired by Outward
Hound ( outwardhound.com).
Since 1997, Planet Dog has been a made in the USA, values-based pet company made for dogs by
dog lovers. Its line of Orbee durable toys, plush and travel products further expands the Outward Hound
portfolio, offering branded products all from one vendor.
“We are excited to transition the Planet Dog brand and our socially responsible mission to the
Outward Hound team,” said Alex Fisher, founder and chief creative officer of Planet Dog. “They have the
innovation, experience and financial resources to take our brand and mission of community, environment
and people to the next level. We look forward to seeing their team get dogs wagging their tails around
the world using our products.”
“Planet Dog has created some of the most well known and innovative made in USA products in the pet
industry,” said Kyle Hansen, chief woof officer of Outward Hound. “Our new partnership strengthens our
goal to become the leading vendor in the dog toy category.”
This is the third acquisition for Outward Hound since being acquired by J. W. Childs Associates in
Nielsen ( nielsen.com) acquired GfK’s Pet Specialty Point-of-Sale (POS) business, the
exclusive measurement service for the pet specialty channel in the U.S.
For the past seven years, Nielsen has expanded its resources to serve the unique needs
of the pet industry and become a well known analytic provider
among pet retailers. This new investment builds on the
company’s momentum to double Nielsen’s coverage of the
pet specialty segment by adding neighborhood pet specialty,
as well as veterinary clinics, to its retail roster.
For retailers and manufacturers, this will produce a more
robust picture of performance and competition across the
retail landscape, inclusive of pet specialty stores, grocery
stores and mass merchandisers, from a single source.
Nielsen’s clients will benefit from harmonized category measurement, a deeper
Nielsen Acquires GfK’s Special Pet Specialty Analytics Division
understanding of pet owners’ consumer behavior and the ability to keep pace with the
nationwide trends that ignite in neighborhood pet stores.
This news also comes on the footsteps of the company’s recent announcement around
the growth of its ecommerce measurement capabilities. Nielsen now holds the most
comprehensive, multi-sourced ecommerce measurement
solution for the U.S. market, delivering full visibility into the
burgeoning pet care ecommerce landscape to complement
its brick-and-mortar store read.
“We are excited to bring our holistic view of the pet care
landscape to the U.S. retail and manufacturing community,”
said John Tavolieri, president, U.S. FMCG and retail at Nielsen.
“The combined strength of Nielsen and GfK’s data assets will
allow us to deliver best-in-class solutions and services to this growing vertical, and we look
forward to continuing to grow our capabilities to provide a more localized and omnichannel
pet measurement view.”
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