Halo Pets, a leading U.S. natural pet nutrition brand under Better Choice Company (NYSE: BTTR), announced that its Asia business has been acquired and is now independently operated by HaloAsiaUS Inc., effective April 2025.
This milestone marks the beginning of Halo’s regionalized operations in Asia, reflecting the brand’s broader vision to combine global standards with local agility. By empowering in-region teams and production partners, Halo aims to bring its trusted holistic nutrition closer to Asian pet families — better aligning with local consumer preferences, regulatory frameworks, and partner networks.
“Asia’s pet food market is evolving rapidly. By localizing leadership and production in the region, Halo can respond faster to pet families’ needs while maintaining the same high standards that define our brand globally,” said Jeffrey Wang, Regional Marketing Director, HaloAsiaUS Inc.
Asia Business Independence: Local Teams, Regional Agility
HaloAsiaUS Inc. is led by a regional management team deeply familiar with local pet-owner behavior, market dynamics, and distribution ecosystems.
This localized leadership enables faster decision-making, agile marketing execution, and responsive customer engagement — without dependence on directives from U.S. headquarters.
With full regional autonomy, HaloAsiaUS can now:
- Tailor product portfolios and communications to reflect country-specific pet trends and insights.
- Respond swiftly to evolving regulations, trade logistics, and import/export requirements.
- Strengthen collaboration with regional partners including distributors, retailers, and e-commerce platforms.
- Pilot localized initiatives such as in-market R&D, limited editions, and seasonal campaigns.
By combining global standards with local execution, HaloAsiaUS positions Halo to operate “locally with global DNA” — delivering premium pet nutrition rooted in U.S. R&D and global best practices, yet finely tuned to the needs of Asian pet families.
Global Supply Chain Strategy: Multi-Country Production, Unified Standards
A cornerstone of Halo’s Asia growth plan is its resilient and sustainable multi-country production network, spanning the United States, China, New Zealand, and Thailand.
This integrated system merges each region’s strengths while ensuring global consistency in quality, traceability, and compliance.
U.S. Core: Innovation and Quality Leadership
The U.S. remains Halo’s innovation hub and quality benchmark. Through continued collaboration with Alphia Inc., Halo advances nutritional science and manufacturing technology — setting the standard for the brand’s worldwide portfolio.
China Manufacturing: Scale with Global Consistency
Halo’s Chinese production base operates within an FDA-registered facility under globally aligned safety and regulatory standards. Partnering with certified suppliers such as Symrise, Halo ensures full traceability and sustainable sourcing.
All marine ingredients meet MSC (Marine Stewardship Council) certification, ensuring sustainable fisheries and environmental responsibility. From this hub, Halo serves Greater China and nearby markets — reducing lead times while maintaining world-class quality.
New Zealand Production: Natural Origin, Certified Integrity
In New Zealand, Halo is expanding production to leverage the country’s clean, pasture-raised livestock and transparent farming systems. This site supports Halo’s red-meat dry and canned food lines, emphasizing certified origin, sustainability, and purity — turning New Zealand’s natural abundance into premium nutrition for pets worldwide.
Thailand Manufacturing Hub: Regional Center for Wet Food
To enhance its presence in Southeast and Northeast Asia, Halo is developing its Thailand facility into a regional hub for canned and wet-food production. The upcoming Halo Thai Cans range will supply markets across Thailand, Malaysia, the Philippines, Japan, and South Korea — completing Halo’s wet-food network in Asia.
By integrating the innovation of the U.S., the scale of China, the natural sourcing of New Zealand, and the regional reach of Thailand, Halo is creating a supply chain that is efficient, transparent, and sustainable — built to deliver uncompromising quality for pets everywhere.
Quality Assurance & Traceability: Global Standard, Local Certainty
Halo emphasizes that regional production will not compromise its core promise of high-quality, transparent pet nutrition. Key practices include:
- Unified formula and quality control: All plants produce to the same benchmark standards, driven by U.S. R&D oversight.
- Ingredient traceability and transparency: Halo works directly with ingredients suppliers (e.g. Symrise) to trace raw inputs like egg powder and fish proteins to origin.
- Third-party certification: All marine ingredients comply with MSC certification; plants adhere to food safety norms matching global audits.
- Supply risk mitigation: Multi-country options enable reallocation of production if one region faces disruptions (e.g. natural disasters, logistic constraints).
This dual approach—global consistency plus regional control—provides both scale and security, assuring pet owners that “whatever park you walk your dog in, the nutrition is the same.”
Channel & Market Strategy: Expanding Regional Reach
Halo’s independent Asia operations are supported by a robust, multi-channel distribution strategy that integrates online and offline growth across key markets.
Greater China
In Greater China, Halo operates a hybrid model that combines brand-directed e-commerce channels with regional distribution partnerships, supported by collaborations with leading pet specialty retailers to strengthen its offline reach.
Other International Markets in Asia
In South Korea, Halo’s appointed distributor is preparing to showcase the brand at Mega Zoo Korea (Nov 2025). In Singapore and Southeast Asia, HALOASIA PTE. LTD. (Singapore branch) manages operations, with products debuting soon on Shopee and other platforms.Future expansion is underway for Japan, Thailand, Malaysia, the Philippines, Indonesia, and India.
Across all territories, Halo leverages omni-channel strategies — combining direct e-commerce, regional marketplaces, and premium retail partnerships — to deliver a consistent, seamless brand experience for pet families both online and offline.
In all markets, Halo leverages omni-channel strategies: brand-direct e-commerce, key local marketplaces, pet specialty retail, and distributor networks. This multi-angle presence enables Halo to engage pet families seamlessly, whether online or in-store.
Strategic Significance: Redefining the Future of Pet Nutrition
Halo’s transformation in Asia represents more than a structural shift — it establishes a new foundation for how the brand innovates, produces, and connects with pet families worldwide.
Across its portfolio, Halo offers four complementary lines that embody its philosophy of Whole, Holistic, Humane — delivering safe, transparent, and purpose-driven nutrition for every life stage:
- Halo classic — trusted everyday nutrition made with high-quality responsibly sourced whole meat and natural ingredients. It focuses on digestibility, palatability, and balanced nourishment for all breeds and stages of life.
- Halo holistic — formulated with globally certified meat sources and enriched with new proteins like pork and brewer’s yeast to promote higher digestibility and palatability.
- Halo elevate — a performance-focused line rich in high porpotion of fresh meat and nutrients, formulated to support skin, coat, and immune health in active pets.
- Halo frozen — fresh-frozen meals that preserve nutrients and flavor through minimal processing, offering a closer-to-raw experience with complete and balanced nutrition for modern pet families.
Together, these lines reflect Halo’s long-standing commitment to scientifically grounded, ethically sourced, and compassionately made pet nutrition — ensuring that no matter where they live, pets can enjoy food that truly embodies care, transparency, and quality.
About Halo Pets
Halo has been in the natural pet nutrition space for over 30 years, focusing on holistic, whole-food based formulations that avoid rendered meals and artificial additives.
Guided by its core philosophy of Whole. Holistic. Humane., Halo believes that caring for pets also means caring for all animals and the planet they share. In practice, this commitment extends from partnering with animal shelters and rescue programs to prioritizing meat sources certified for animal welfare and environmental responsibility.
Halo’s enduring mission is to treat every pet like family — delivering wholesome, consciously crafted nutrition that supports not only their health and longevity, but also a more compassionate, sustainable world.
As of 2023, Halo was recognized by China’s pet industry as the “2022 Consumer’s Favorite Imported Cat Food Brand,” reflecting strong brand resonance in Asia.
