Better Choice Company Inc. is a premium pet health and wellness firm, primarily selling products under the Halo brand, with a focus on quality, innovation, and global market expansion.

# Company Overview Summary

## Name and Incorporation
- **Name:** Better Choice Company Inc.
- **Incorporated:** 2001 in Nevada, renamed in 2019 after re-incorporating in Delaware.

## Business Focus
- A **pet health and wellness company** dedicated to providing products that promote longer, healthier, and happier lives for dogs and cats.
- Offers a broad portfolio of **over 100 active premium and super-premium pet products** for dogs and cats.

## Product Portfolio
- **Product forms include:**
  - Kibble and canned pet food (dog and cat)
  - Freeze-dried raw dog foods and treats
  - Vegan dog food and treats
  - Oral care products
  - Dietary supplements and chews
- Made with **high-quality, thoughtfully sourced ingredients**, including whole animal proteins, non-GMO fruits and vegetables, and sustainable ingredients.
- Notable brands under the company:
  - **Halo** (core brand, includes Halo Holistic™, Halo Elevate®)
  - Former TruDog brand now integrated under Halo
  - Bona Vida, Inc.

## Revenue and Financial Performance (2024)
- **Total revenue (net sales):** approximately **$35.0 million**
- **Gross sales:** approximately **$42.4 million**
- **Net sales distribution by channel:**
  - **Digital/E-commerce:** ~$16.5 million (about 47% of net sales)
  - **International:** ~$16.2 million (about 46% of net sales)
  - **Brick & Mortar:** ~$2.3 million (about 7% of net sales)
- **Number of shares outstanding:** 2,422,005 (as of March 25, 2025)
- **Employees:** 20 full-time and 1 part-time employee

## Key Company Strategies
- Enhance **brand positioning** and increase consumer awareness via marketing campaigns on Amazon and Chewy.
- Focus on **product innovation** and streamline supply chain operations.
- Exit unprofitable channels (e.g., Petco stores and Direct-to-Consumer website in June 2024).
- Expand international sales, especially in Asia, with China representing the largest growth opportunity.
- Continue developing new product platforms aimed at pet health concerns such as digestion, immunity, skin, hip, joints, and energy.

## Ownership and Market Value
- **Market capitalization (most recent):** ~$3.57 million (based on $3.90 share price as of last report)
  
## Corporate Events
- Completed several acquisitions: TruPet LLC (2019), Bona Vida Inc. (2019), Halo, Thriving Paws (2019).
- Engaged in a significant **amalgamation with SRx Health Solutions** announced in 2024, aiming to expand into health and wellness sectors beyond pet care.
- Conducted a **public stock offering** in July 2024, raising an estimated ~$5 million.

## Summary
Better Choice Company Inc. specializes in premium pet foods and wellness products primarily sold under the Halo brand, with a significant presence in online and international markets. It emphasizes product quality, innovation, and strategic channel management while continuously evolving through acquisitions and company restructuring efforts. As of late March 2025, it operates with 21 employees and has net sales of roughly $35 million in 2024.

Better Choice Company, Inc. is a pet health and wellness company that focuses on premium pet products to improve the health and happiness of pets.

# Company Overview: Better Choice Company, Inc.

## Business Description
Better Choice Company, Inc. is a pet health and wellness company focused on providing premium and super-premium pet products. The company is dedicated to improving the health and happiness of pets through innovative nutrition and high-quality ingredients. The company operates primarily under the **Halo** brand, offering a range of pet food and wellness products.

### Key Offerings
- **Product Lines**: 
  - **Halo Holistic™**
  - **Halo Elevate®**
  - Former **TruDog** brand (rebranded under Halo in Q3 2022)
  
- **Product Types**: 
  - Premium and super-premium animal health products for dogs and cats
  - Kibble, canned food, freeze-dried raw food, vegan food, treats, dental products, and supplements
  
- **Sourcing**: 
  - Ingredients are sourced from cage-free poultry, pasture-raised beef, and wild-caught fish, emphasizing non-GMO fruits and vegetables.

### Revenue and Financials
- **2023 Revenue**:
  - Gross Sales: **$48.6 million**
  - Net Sales: **$38.6 million**
  
- **Sales by Channel**:
  - **E-Commerce**: $19.1 million gross sales, $13.4 million net sales
  - **Direct-to-Consumer**: $6.4 million gross sales, $5.6 million net sales
  - **Brick & Mortar**: $9.4 million gross sales, $5.9 million net sales
  - **International Sales**: $13.7 million gross sales and net sales

### Customer Base
- The customer base consists of a diverse array of pet parents, with a significant portion (approximately **50%**) of net sales generated online. The company serves a mixture of individual pet owners as well as retail partners. The majority of online sales come from repeat purchases from existing customers. 

### Employee Count
- As of **December 31, 2023**, Better Choice Company employs **31 full-time** employees and **1 part-time** employee. The company emphasizes a culture of **engagement**, **diversity**, and **flexibility**, allowing employees to work remotely.

### Market Position & Growth Strategy
- Better Choice aims to be a leading premium pet food company by leveraging **new product innovation**, a **multi-channel distribution strategy**, and ongoing **marketing partnerships** with retailers like Amazon and Chewy. The company’s marketing efforts have increasingly shifted towards a **digital-first strategy** to better engage with modern pet parents who prioritize high-quality, premium products for their pets.

### Summary
Overall, Better Choice Company, Inc. is strategically positioned in the pet health and wellness industry, focusing on quality products, a growing emphasis on e-commerce sales, and the ability to meet the needs of pet owners increasingly willing to invest in premium pet products.

Better Choice Co Inc.

10-K / March 31, 2025

10-K / April 12, 2024

10-K / March 31, 2025

Company Overview Summary

Name and Incorporation

Business Focus

Product Portfolio

Revenue and Financial Performance (2024)

Key Company Strategies

Ownership and Market Value

Corporate Events

Summary