The Farmer's Dog completes its first acquisition with Woof
The fresh-food company is adding refillable enrichment and wellness products while keeping Woof's brand and team independent.
By Good Company Editorial Desk
THE NEWS
The Farmer's Dog has completed its acquisition of Woof, marking the fresh dog-food company's first announced acquisition. Financial terms were not disclosed. Woof will continue to operate under its existing name and team, while gaining access to The Farmer's Dog's resources and capabilities. BofA Securities served as exclusive financial adviser to The Farmer's Dog, and Latham & Watkins served as legal counsel.
THE NUMBERS
Woof was founded in 2019 and is best known for the Pupsicle, a refillable enrichment toy, along with dental and chew products. In its announcement, The Farmer's Dog said Woof's products have reached millions of dogs. The release also noted that Woof ranked No. 3 overall and No. 1 in Consumer Products on the 2025 Inc. 5000 list. The Farmer's Dog sells customized, freshly cooked meal plans directly to households. Neither company disclosed revenue, valuation, expected cost savings or a timeline for integration.
WHY IT MATTERS
The logic is adjacency. The Farmer's Dog has built its relationship around a recurring food purchase; Woof brings products used for play, enrichment and daily wellness. That creates potential to increase the number of needs served inside the same household without asking the parent company to invent a new brand from scratch. Keeping Woof independent may preserve the design identity and customer loyalty that made it attractive, while allowing shared capabilities behind the scenes.
WHAT TO WATCH
The key question is how much integration happens without blurring the brands. Watch for bundled offers, shared fulfillment, new retail distribution and product development that crosses nutrition and enrichment. The undisclosed price makes it impossible to evaluate the purchase multiple or near-term financial return. The first visible signal will be whether access to a larger platform accelerates Woof's reach while the company retains the product focus that drove its growth.
Sources
The Farmer's Dog announcement via Morningstar; Inc.. Reporting is based on disclosed announcements and cited coverage; undisclosed terms and open questions are identified in the story.