The Farmer's Dog Acquires Enrichment Brand Woof

Woof, established in 2019, gained market traction through its refillable wellness systems, most notably the Pupsicle, which emphasizes mental stimulation alongside nutrition. The brand secured the top spot in the consumer products category on the 2025 Inc. 5000 list, signaling a rapid ascent in the pet care sector. Under the new ownership, the Woof team will leverage the parent company's operational infrastructure to scale its enrichment offerings.

This strategic move aligns with The Farmer's Dog’s long-standing focus on longevity and preventive health. While the meal-delivery service continues to utilize its staff of board-certified veterinary nutritionists to handle fresh food production, the inclusion of Woof signals a shift toward a holistic pet wellness model. BofA Securities acted as the exclusive financial advisor for the transaction, with legal counsel provided by Latham & Watkins LLP.