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Pet Food Maker Mars Spends $117 Million to Acquire Whistle's 'Fitbit for Dogs'

  • Pet-food producer bought the smart-collar maker in February
  • Purchase points to Mars's bet on connected pet-care products
relates to Pet Food Maker Mars Spends $117 Million to Acquire Whistle's 'Fitbit for Dogs'
Source: Whistle

Mars Petcare, the global leader in pet-food sales and subsidiary of candy bar maker Mars Inc., said it bought Whistle, a startup that makes smart dog collars to track a pet’s location and fitness.

Mars didn’t disclose how much much it paid for Whistle, but people with knowledge of the matter said it was about $117 million. The Belgium-based company owns pet food brands, such as Pedigree and Iams, as well as Banfield, the world’s largest veterinary service with more than 800 pet hospitals.