One founder, named proteins and a north London base.

Pet Munchies is a British brand of natural dog and cat treats. It was founded in 2008 by Suzanne Rothman, according to a July 2022 announcement by the accountancy firm BDO, which advised the brand’s shareholders when the business was sold. The UK company register, Companies House, records the incorporation of Pet Munchies Limited on 11 January 2008, and that company is still listed as active.

The business was run from the northern edge of London. Just Food reported in July 2022 that Pet Munchies operated from a facility in Edgware, Middlesex, and sold its treats through its own website, through Amazon and through independent retailers; Food Business MEA described the same arrangement later that month. The Internet Archive holds captures of the brand’s earlier website, petmunchies.co.uk, from August 2018 onwards. Companies House shows that a holding company, Pet Munchies Holdings Limited, was added in April 2016.

The treats are organised around named proteins. The company says it uses chicken, duck, beef liver, venison, lamb, buffalo, white fish and wild salmon, describes its ingredients as natural and human-grade, and says the meat is baked in its own juices without artificial colours or flavours. Its online shop sorts the range into families such as Bites, Fillets, Training treats and Sticks, Strips and Twists, and lets buyers browse by protein as well as by format.

A founder’s brand joins a young pet group.

In the summer of 2022 the brand changed hands. Food Manufacture reported on 8 July 2022 that Assisi Pet Care, then described as based in Melton Mowbray, had bought Pet Munchies Holdings for an undisclosed sum. Companies House shows new directors appointed to both Pet Munchies companies on 30 June 2022. Assisi Pet Care has owned the brand since 2022.

The buyer was itself young. Food Manufacture and BDO both said Assisi was set up in 2020 by Peter Mangion with the investment firm Harwood Capital Management, and Just Food described it as a buy-and-build joint venture. Its earlier purchases, Just Food reported, were Hollings, a supplier of natural dog treats, in 2020; Town and Country Petfoods, the maker of the Hi-Life brand, in 2021; and Maced, a Polish maker of air-dried dog snacks, in February 2022, which made Pet Munchies Assisi’s second acquisition of that year.

Assisi said the purchase suited the natural positioning of its other brands and widened its reach into new distribution channels, Food Manufacture reported. Both sides explained the deal in their own words. Mangion told Food Manufacture, “We are delighted that Suzanne has entrusted Assisi with Pet Munchies,” while Rothman said, “The opportunity will give access to many more pet owners and the ability to widen our markets.” In BDO’s announcement Mangion added that he believed Pet Munchies had “enormous potential to grow in both the UK and European markets.”

The company paperwork was reorganised afterwards. Companies House shows that Pet Munchies Holdings Limited took the name Town and Country Petfoods Limited in January 2023, with an Assisi Pet Care company recorded as its controlling shareholder, while Pet Munchies Limited kept its original name. Both companies now give Assisi’s London office as their registered address.

Design and documentation.

The seven brands in this group are all dog treat names: Greenies, Zuke’s, Milk-Bone, Dentastix, Beggin’, WHIMZEES and Pet Munchies. Dog treat brands in general sit at many different points in the pet trade, from founder-run businesses that began with a single recipe to names that now belong to much larger pet food groups, and a single brand can be sold everywhere from a supermarket aisle to a veterinary practice or an online shop.

A dog treat brand’s identity is usually carried less by the treat itself than by a pack, a name and a character or colour that owners learn to recognise, because the company behind the name may have changed hands, moved its production or grown far beyond the place where it started. That makes the questions behind each name worth asking plainly: who started it, who owns it now, and where its treats are actually made.

Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its treats are made and how its packs have changed — and marks plainly what rests only on the company’s own word.

One brand among several in the Assisi family.

Under Assisi the brand sits in a wider family. Assisi’s website lists Pet Munchies alongside Burns, Hollings, Hi-Life, Maced and Yakers, among others, and its news pages record the relaunch of HiLife as “Loving Life” in October 2024, the purchase of Yakers in July 2025 and the purchase of the dog treat brand NAW in May 2026. Yakers chews now appear as a category of their own in the Pet Munchies online shop.

Where the treats are made is described only in general terms. The company calls Pet Munchies a UK-based company, says its products are made with “manufacturing partners,” and says the factory is registered under the HACCP food-safety system and holds a European Union licence, without naming its location. When the deal was announced in 2022, Food Business MEA reported that Assisi had manufacturing in the UK and Poland.

The website gives the clearest view of the current look. The Pet Munchies website, as of October 2026, sets its headings in the geometric sans DM Sans and uses a warm orange and a strong red for backgrounds and buttons. Assisi’s own site pairs the brand with a short line about treats sealed with a dog’s approval.

The name needs a little care online. The brand’s web address is now pet-munchies.com, with a hyphen, and the older petmunchies.co.uk address redirects there. Companies House also lists many unrelated businesses with “Munchies” in their names, including at least one pet-supplies firm.

For a design guide, Pet Munchies shows how a founder-run London treat maker built a brand on treats sold by named protein and an orange-and-red web shop, and then carried on as one brand among several inside a larger pet group. Compare Lily’s Kitchen, the British pet food brand owned by Nestlé Purina since 2020, and Milk-Bone, the American dog biscuit. For this guide we use treat orange, deep red and label black with a geometric sans, an unofficial interpretation; no product or logo is reproduced.

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