Horticultural firm Westland is on song with plans to broaden the appeal of the small animal and wild bird market following its acquisition of Cranswick Pet Products.
The company, which is home to many leading gardening brands, including West +, Gro-sure, Resolva, Aftercut, Marshalls and Unwins, said its investment in Cranswick would complement its existing business by helping to grow categories and deliver innovative products.
Westland spread its wings last year with the launch of Peckish, a new wild bird feed range but the latest investment will add Cranswick brands including Bucktons and Nature’s Feast to its portfolio.
Westland joint managing director Edward Conroy said the deal would reinforcing the company’s strategy to keep driving participation in gardening by “delivering unique products to make the garden a more enjoyable environment”.
Sam Marriage, national sales manager at Cranswick, added: “We are confident that together we can grow the market and communicate the benefits of quality bird food, which will increase the number of birds in the garden and will give gardeners great enjoyment.”