One of Australia's most recognisable pet health brands has quietly changed hands. After 15 years under Blackmores, PAW (Pure Animal Wellbeing) has been sold to Chinese pet healthcare company RedDog. Here's what it means for Australian dog owners.
In Short:
In August 2025, Blackmores Group sold its PAW (Pure Animal Wellbeing) pet health business to RedDog Pet Nutrition, a Shenzhen-based pet healthcare company. The sale ends a 15-year chapter that saw PAW grow from a small vet-founded brand into one of Australia's most widely stocked natural pet health ranges.
PAW continues to operate from Australia with its existing product line, now under RedDog's ownership.
What Happened
Blackmores Group — itself owned by Japanese beverage giant Kirin Holdings since 2023 — sold the PAW business to RedDog Pet Nutrition in August 2025. The deal was advised by Greenstone Partners on the Blackmores side.
The sale came as Kirin restructured its health science portfolio, consolidating its remaining brands under a new Sydney-based entity called Kirin Health Science International, set to launch in April 2026. PAW, it seems, didn't fit the long-term picture.
RedDog, founded in 2013, is one of China's largest pet health supplement brands with over 20% market share in the Chinese pet healthcare category. The company has manufacturing partners across China, Australia, New Zealand and the US, and appears to be using the PAW acquisition to strengthen its footprint in the Australian and broader Asia-Pacific market.
Looking for PAW products or exploring other dog supplements? Browse and compare pet health brands on the Product Directory.
What It Means for Dog Owners
For now, not much has changed on the shelf. PAW's product range — including its popular NutriDerm shampoos, Osteosupport joint capsules, DigestiCare probiotics and Gentle Ear Cleaner — remains available through the same retailers. The brand has dropped the "by Blackmores" tagline and now operates as Pure Animal Wellbeing under its own website.
PAW says the range continues to be developed by Australian vets and backed by science, with the same commitment to natural ingredients and sustainable packaging.
Whether that holds long-term under new ownership remains to be seen — but for now, the products Australian pet owners know haven't changed.
A Brief History of PAW
PAW was created by Dr Alister Webster, a third-generation Australian veterinarian from a family with over 80 years in the pet products industry. Dr Webster spent four years researching natural alternatives for veterinary wellbeing products before launching Pure Animal Wellbeing in the mid-2000s.
Blackmores acquired the brand in 2010, folding it into a new Animal Health division. Under Blackmores, PAW grew into one of Australia's leading natural pet healthcare brands, covering joint care, skin and coat health, digestive health, liver support, ear care, behaviour and mental wellbeing, wound care and grooming.
In 2022, Blackmores launched PAW's first major consumer advertising campaign. A year later, Blackmores itself was acquired by Kirin Holdings for $1.24 billion.
In August 2025, the PAW business was sold to RedDog, ending 15 years under the Blackmores umbrella.
Frequently Asked Questions
Is PAW still an Australian brand?
PAW continues to operate from Australia and says its products are still developed by Australian vets. However, the brand is now owned by RedDog Pet Nutrition, a company headquartered in Shenzhen, China.
Why did Blackmores sell PAW?
Blackmores' parent company Kirin Holdings has been restructuring its health science portfolio. The sale of PAW appears to be part of a broader strategy to focus on its core human health brands across the Asia-Pacific region.
Are PAW products still the same?
As of early 2026, PAW's product range — including NutriDerm, Osteosupport, DigestiCare and its grooming line — remains unchanged. The formulations and product availability have not been affected by the ownership change.
Who is RedDog?
RedDog Pet Nutrition was founded in 2013 and is one of China's leading pet health supplement companies. It holds over 20% market share in the Chinese pet healthcare category and has manufacturing partners in Australia, New Zealand, China and the US.
Where can I buy PAW products now?
PAW products are still available through Australian pet stores, vet clinics and online retailers. The brand also sells directly through its own website. Explore the complete PAW range through our product directory.
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