Better Choice Company

Better Choice Company Inc. is a pet health and wellness company focused on nutrition-based solutions, including hemp-derived CBD supplements for dogs and cats. It offers online sales of pet foods, flea and tick products, nutritional products, and related supplies. The company originated as Sport Endurance, Inc., renamed to Better Choice Company in 2019, and was incorporated in 2001. It is based in Oldsmar, Florida. In May 2019 it was acquired by TruPet LLC via a reverse merger. The business emphasizes health-focused, natural products and serves pet owners seeking wellness-oriented options.

Lionel Conacher

Director and Interim CEO

5 past transactions

Choice Specialty Pharmacy

Acquisition in 2025
Choice Specialty Pharmacy provides efficient, empathetic, and innovative solutions for patients' health and pharmaceutical needs.

SRX Health

Acquisition in 2024
SRX Health provides advanced treatment, patient support programs, and pharmaceutical services to optimize health outcomes for patients.

HALO, Purely for Pets

Acquisition in 2019
Halo, Purely for Pets, Inc. is a pet care company based in Tampa, Florida, founded in 1986. The company specializes in producing and marketing a diverse range of products for dogs and cats, including food, nutritional supplements, herbal grooming supplies, and natural treats. Its offerings encompass a variety of items such as spot's stew ingredients and pet supplements. Halo's products are available for purchase through an e-commerce platform as well as a network of retail stores across the United States and Canada. In December 2019, Halo, Purely for Pets, Inc. became a subsidiary of Better Choice Company Inc.

TruPet

Acquisition in 2019
TruPet is a family-owned pet food company based in Ohio.

Bona Vida

Acquisition in 2019
Bona Vida, Inc. is a company engaged in developing, manufacturing, and distributing pet food and cannabidiol products specifically designed for dogs and cats. Incorporated in 2018 and headquartered in Encino, California, Bona Vida aims to enhance the well-being of pets through its innovative offerings. The company's portfolio focuses on various brand and product verticals within the animal health and wellness sector, emphasizing the use of industrial hemp-derived CBD. By formulating products that promote relaxation and overall health for pets, Bona Vida strives to foster a healthier and happier relationship between pets and their owners, serving customers primarily in the United States.
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