Food

Halo pet food sales reached US$2.6 million on Singles Day

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Adapted from a press release:

Better Choice Company, a pet health and wellness company, announced that consumers purchased US$2.6 million of Better Choice branded product during Singles Day. Singles Day, also known as Double 11, is the largest online shopping event in the world and takes place in China each year in the weeks leading up to November 11th. Relative to Singles Day 2020, end-consumer purchases of Halo pet foods, a Better Choice Company brand, products increased more than 4-fold, driven primarily by significant new customer acquisition.  

Better Choice expects 2021 full year international sales to total US$14 million – US$15 million, representing a 65% – 70% year-over-year increase relative to 2020 sales of US$8.6 million. The company previously announced aggregate minimum purchases with key Asian distribution partners totaling more than US$100 million in sales from 2021 – 2025 and has exceeded its year one target for 2021. 

“We are very pleased with the continued growth we are experiencing in Asia, which has been driven in part by the doubling of household pet ownership in China over the last decade,” said Rob Sauermann, executive vice president – strategy, of Better Choice Company. Our Singles Day performance is a confirmation of our brand loyalty and a testament to our strong partnership with Penefit, who lead our sales and marketing efforts in China.  We are looking forward to continuing to execute our growth strategy in 2022 and are constantly evaluating new and exciting ways to partner with our international consumers.” 

To accelerate growth, Better Choice is deploying unique marketing strategies in Asia that highlight the premium nature of the Halo Brand and emphasize its mission driven approach, including its partnership with a well-known Chinese model and international fashion icon. 

“Our brand partnership strategy communicates quality to the Chinese consumer and connects directly with our younger, millennial and gen-z customers. As an authentic, mission driven pet lover, his message that ‘Every Pet has its own Halo’ links directly to our identity as a brand worldwide,” said Scott Lerner, CEO of Better Choice. 

About Better Choice Company

According to Petfood Industry’s Top Companies Current Data, Better Choice Company had an annual revenue of US$50,000,000 in 2020, up from US$11,560,000 in 2019. The pet food company employs 42 people.

Some milestones for the company include:

2020: Better Choice Company to partner with cbdMD; will launch Halo Hemp. 2019: Better Choice Company acquires Halo, Purely for Pets

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