Add-on Acquisition • Information Services

Wag! Acquires Dog Food Advisor

On January 3, 2023, Wag! acquired information services company Dog Food Advisor for 9M USD

Acquisition Context

This is Wag!’s 1st transaction in the Information Services sector.
This is Wag!’s largest (disclosed) transaction.
This is Wag!’s 1st transaction in the United States.
This is Wag!’s 1st transaction in Virginia.

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M&A Deal Summary
Date	January 3, 2023
Target	Dog Food Advisor
Sector	Information Services
Buyer(s)	Wag!
Deal Type	Add-on Acquisition
Deal Value	9M USD

Target Company

Dog Food Advisor

Williamsburg, Virginia, United States

Dog Food Advisor is an operator of a public service website designed to help make a more informed decision when buying dog food. Dog Food Advisor has researched, reviewed and rated more than 5,300 dog food products. Dog Food Advisor dig into the details of each dog food, the brand’s recall history and each company’s safety practices and have uncovered or investigated over 200 dog food and dog treat recall events, creating unmatched loyalty among pet parents across the globe. Dog Food Advisor is based in Williamsburg, Virginia.

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Buyer Overview 1

Buyer

Wag!

San Francisco, California, United States

Category	Company
Founded	2014
Sector	Consumer Services
Revenue	71M USD (2024)

DESCRIPTION

Wag! provides access to on-demand pet services and is transforming the pet industry by simplifying pet care. With its mobile-first platform and a foundation built on data science and automation capabilities, Wag! is consolidating the pet wellness and services industries online and through its mobile app. Wag! was founded in 2014 and is based in San Francisco, California.

Deal Context for Buyer	#
Overall	1 of 2
Sector: Information Services	1 of 1
Type: Add-on Acquisition	1 of 2
State: Virginia	1 of 1
Country: United States	1 of 1
Year: 2023	1 of 1
Size (of disclosed)	1 of 1

FOLLOWING DEAL

DATE	TARGET	DEAL TYPE	VALUE
2024-02-05	WoofWoofTV London, United Kingdom WoofWoofTV is a digital publisher dedicated to dogs. WoofWoofTV is based in London, United Kingdom.	Buy	-

DATE

TARGET

DEAL TYPE

VALUE

2024-02-05

WoofWoofTV

London, United Kingdom

WoofWoofTV is a digital publisher dedicated to dogs. WoofWoofTV is based in London, United Kingdom.

Buy

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