Antelope, an omni-channel, pet wellness platform focused on delivering high-quality, natural pet products and services, has acquired Diggin’ Your Dog and Super Snouts, a supplier of pet cannabidiol (CBD) supplements, health products and treats. With this partnership, Diggin’ Your Dog and Super Snouts will continue to operate under its brand name within Antelope, and Christy Love will continue as its CEO, company officials said.
Antelope was launched in August 2021 by Alpine Investors, a people-driven private equity firm that invests in software, business services and consumer services businesses, and founder and CEO, Wendy Wen, with the mission to build a next-generation conglomerate of high-quality natural pet brands, officials said.
Diggin’ Your Dog and Super Snouts will sit alongside the existing brands within the Antelope platform: Bocce’s Bakery, an all-natural, limited ingredients pet treats brand, and Doggo, nationwide digital insurance and training services provider for dogs and cats.
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Diggin’ Your Dog and Super Snouts was founded in 2011 by Christy Love and her partner Dawn Love. Prior to starting Diggin’ Your Dog and Super Snouts, they owned and operated an independent pet store chain in the western U.S., and an off-leash dog adventure company in Reno, Nev., where they realized the need for results-driven, trusted pet supplements and bioavailable pet CBD products. Today, Diggin’ Your Dog and Super Snouts has five product lines including Diggin’ Your Dog FiRM UP!, Super Snouts, Stash Treat Co. and Super Snouts Hemp Co. Super Snouts was the first pet CBD company to add water-soluble CBD delivery for superior bioavailability and therapeutic functionality for common issues facing pets such as calming, mobility and immunity, according to officials. Diggin’ Your Dog and Super Snouts products are chemical free, sourced in the USA and globally, and are certified by the National Animal Supplement Council (NASC).
“At Antelope, we are on a mission to revolutionize the pet industry by elevating the standards of pet care by buying, building and growing high-quality, natural pet brands. Our latest partnership with Diggin’ Your Dog and Super Snouts further supports our goal of becoming a one-stop shop full of the best-in-class products and services for pet owners. Diggin’ Your Dog and Super Snouts’ passion for innovation, results and the development of trusted, safe pet products completely aligns with our philosophy and values,” said Wendy Wen, Founder and CEO of Antelope. “We are thrilled to be partnering with Christy, Dawn, Leslie and the entire Diggin’ Your Dog and Super Snout’s team, and we look forward to continuing to build on the company’s success as the leading pet CBD supplier.”
The investment from Antelope and Alpine will enable Diggin’ Your Dog and Super Snouts to access new growth opportunities for innovation and market expansion within the pet industry and benefit from Alpine’s PeopleFirst philosophy and values. As a partner, Antelope will also bring in its expertise in omni-channel marketing, building new teams and creating scalable infrastructure to help build and grow Diggin’ Your Dog and Super Snout’s leading brand.
“Since starting Diggin’ Your Dog and Super Snouts as a grassroots effort 12 years ago, our mission has always been to create smart and honest products that honor the human-animal bond. With the help of the entire Diggin’ Your Dog and Super Snouts team, we have built a successful company with passion, integrity, innovation and a deep understanding of the needs of pet parents in search of result-driven products,” said Christy Love, CEO of Diggin’ Your Dog and Super Snouts. “When we met the extraordinary team at Antelope, we knew we had met the right partner at the right time to help us continue building on our vision. We are excited to learn from each other and work side by side with Antelope to continue to create the most innovative products in the pet industry. We are also intensely grateful to our loyal customers who believe in our mission and have continued to support our brands over the years.”
“As the founders of Diggin’ Your Dog and Super Snouts pet health products, we want to extend our humble gratitude to everyone who has supported and continues to support the brand’s mission. With this support, The Run Around Rescue Ranch and Sanctuary was able to come to life, our animal rescue and sanctuary that provides care to animals in the most hands-on way possible,” said Christy and Dawn Love, the founders of Diggin Your Dog and Super Snouts.
Pet CBD products and supplements continue to grow in popularity among pet owners. Pet CBD products are expected to be a “$1.1 billion market by the end of 2026, driven by more shared knowledge and discussions about CBD’s potential benefits for pets, combined with ongoing product innovations from CBD companies,” according to cannabis market-research firm Brightfield Group.1
Birds Eye Advisors served as the financial advisor for Antelope.