The Farmer’s Dog, the leader in real, human-grade dog food, has announced it has entered into a definitive agreement to acquire Woof, the award-winning pet company known for its functional enrichment and wellness products. Since its founding, The Farmer’s Dog has served more than one billion meals and helped redefine how Americans think about feeding their dogs—moving the category beyond heavily processed pet food toward freshly cooked, minimally processed, human-grade nutrition. The acquisition of Woof marks the company’s expansion beyond nutrition to build a broader portfolio of products that support dogs’ health, happiness, and wellbeing throughout their lives. Nutrition and enrichment are two of the few things that a dog receives every single day, and their effects compound over a lifetime. Founded in 2019, Woof quickly became one of the fastest-growing brands in the pet industry by creating a new category of refillable wellness systems for dogs. Devices like the Pupsicle have helped millions of dogs enjoy healthier play, mental stimulation, and daily enrichment.
“Our mission has always been to help dog people do their best for their dogs. Nutrition is the foundation of a long, healthy life, but enrichment and play are also essential,” Jonathan Regev, CEO and co-founder of The Farmer’s Dog commented. “We’ve admired what the Woof team has built, and together we’ll create even more ways to improve dogs’ lives every single day.”
Together, The Farmer’s Dog and Woof are building a more complete approach to canine wellness—bringing together nutrition, enrichment, and future innovations designed to help dogs live longer, healthier, and happier lives.
“From the beginning, our goal has been to build products that make everyday life better for dogs and the people who love them,” Daniel Haarburger, Founder of Woof commented. “From enrichment devices to wellness solutions, we’ve dedicated ourselves to bringing real innovation to life. Today, we’re excited to join an amazing partner in The Farmer’s Dog to set an even higher bar for the pet industry.”
Woof will operate as an independent division of The Farmer’s Dog. Customers can expect the same products they know and trust while the two companies work together to identify new opportunities to better serve dogs and their families. The transaction is expected to close in 2026, subject to customary closing conditions. Financial terms of the transaction were not disclosed. BofA Securities is serving as exclusive financial advisor and Latham & Watkins LLP is serving as legal counsel to The Farmer’s Dog. BofA Securities and J.P. Morgan have provided The Farmer’s Dog with committed financing to support the transaction. Paul Hastings LLP is serving as financing counsel to BofA Securities and J.P. Morgan. Harris Williams is serving as financial advisor and KO Law is serving as legal counsel to Woof.