The Farmer's Dog buys enrichment brand Woof to move beyond the bowl

What's the deal? The Farmer's Dog, the fresh dog food company, has agreed to acquire Woof, a pet wellness and enrichment brand known for products like the Pupsicle. The transaction is expected to close in 2026, subject to customary closing conditions. Financial terms were not disclosed.

What each side brings: The Farmer's Dog sells freshly cooked, human-grade meal plans delivered to customers' doors, and says it has served more than one billion meals. Woof, founded in 2019, built a category of refillable wellness systems for dogs focused on enrichment and mental stimulation.

What's the endgame? The deal marks The Farmer's Dog's first move beyond nutrition into a broader canine wellness portfolio. "Nutrition is the foundation of a long, healthy life, but enrichment and play are also essential," said Jonathan Regev, chief executive officer and co-founder of The Farmer's Dog.

What changes for customers? Woof will operate as an independent division of The Farmer's Dog, and the company says customers can expect the same products they already use.

Who's advising: BofA SecuritiesDealroom has a profile for this one. Try Dealroom → is serving as exclusive financial advisor and Latham & Watkins is legal counsel to The Farmer's Dog. BofA Securities and J.P. MorganDealroom has a profile for this one. Try Dealroom → have provided committed financing for the deal. Harris Williams is advising Woof, with KO Law as its legal counsel.

The signal: The acquisition points to consolidation in premium pet care, as fresh-food players expand into adjacent wellness categories to capture more of what owners spend on their dogs every day. By pairing daily nutrition with daily enrichment, The Farmer's Dog is betting the two together deepen customer relationships and lifetime value.

Image credit: Bennilover

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