- The Farmer’s Dog has completed its previously announced acquisition of Woof.
- The transaction represents the first acquisition by The Farmer’s Dog.
- Woof will continue to operate independently with its existing brand and team.
- The deal expands The Farmer’s Dog beyond nutrition into pet enrichment and wellness products.
- Woof, founded in 2019, is known for products including its refillable Pupsicle enrichment system.
- Financial terms of the transaction were not disclosed in the announcement.
The Farmer’s Dog has completed its acquisition of pet enrichment and wellness company Woof, giving the fresh dog food company a foothold beyond nutrition and into the broader pet wellness market.
The transaction is the first acquisition for The Farmer’s Dog and brings together two direct-to-consumer pet brands focused primarily on canine health and wellness.
Woof will retain its existing brand and team and operate independently following the transaction. According to the companies, Woof will also gain access to The Farmer’s Dog’s resources and capabilities as it pursues its next stage of growth.
Financial terms of the acquisition were not disclosed in the announcement.
Expanding beyond canine nutrition
The acquisition broadens The Farmer’s Dog’s business beyond its core fresh-food offering and into products focused on enrichment, play and wellness.
The Farmer’s Dog provides freshly cooked, minimally processed dog food through customized meal plans delivered directly to consumers. The company says its recipes are developed with an in-house team that includes board-certified veterinary nutritionists, PhD nutritionists and veterinarians.
Founded in 2019, Woof develops enrichment and wellness products for dogs. Its portfolio includes the Pupsicle, a reusable enrichment toy designed to be paired with refillable treats.
The company has positioned its products around mental stimulation, play and other aspects of canine wellness. Woof was ranked No. 3 overall and No. 1 in the Consumer Products category on the 2025 Inc. 5000 list, according to the announcement.
Woof to remain an independent brand
Despite the acquisition, The Farmer’s Dog plans to maintain Woof as a separate brand with its current team.
The companies said the arrangement will allow Woof to use The Farmer’s Dog’s resources and capabilities while maintaining its existing operations and brand identity.
The transaction also signals a broader product strategy for The Farmer’s Dog, adding enrichment and wellness products alongside its established nutrition business.
BofA Securities served as exclusive financial adviser to The Farmer’s Dog, while Latham & Watkins LLP served as legal counsel.
Information sourced from the company’s press release.
