Better Choice Company Inc (BTTR)

[TRADDR]

more News. This one does not seem to fit the recent pattern.

Sport Endurance Announces Investment in Nutritional Pet Food Company, TruPet

BROOKLYN, N.Y., Dec. 18, 2018 (GLOBE NEWSWIRE) -- Sport Endurance, Inc. (SENZ) (the “Company”), announced today that it has made a $2.2 million investment in TruPet LLC (“TruPet”), the parent company of TruDog, a family-owned pet food company dedicated to supplying the TruDog line of nutritional food, supplements, and pet care products for dogs, cats, and horses. The $2.2 million investment by Sport Endurance is made in conjunction with a large investment from Cambridge Companies SPG, a highly respected strategic opportunity investment firm based in Newport Beach, CA as part of TruPet’s $5.2 million oversubscribed Series A round.

TruDog has an extensive list of products available to purchase online, ranging from food and energy boosters, raw treats, dental products, grooming products, and natural supplements. Popular items from TruDog include Joint and Flexibility Daily Supplement Powder, CALM ME – Calming Support Soft Chew, and PROTECT ME – Digestive Health Support, all of which are designed to naturally improve the health of dogs. The TruDog product line is currently offered at online retailers such as Amazon, Chewy, and Walmart, as well as its own ecommerce website (www.trudog.com).

David Lelong, Chief Executive Officer of Sport Endurance, stated, “It is our pleasure to invest in TruPet – a pet food and supplement company that closely shares our vision with providing natural and healthy products. With this additional working capital from our Company and Cambridge, TruPet has the opportunity to expand its high-quality product line with a distribution channel to match. We envision using alternative healthcare trends to work together and create a presence in the pet industry by supplying sought after and beneficial products.”

Lori R. Taylor, founder of TruPet, said, “With this investment, we are excited to be able to fund our studies for educational content on CBD for pets as well as further developing innovative health solutions in line with our company promise ‘tested on humans proven safe for pets’. We will be launching an educational docuseries on CBD for pets as well as a new fitness program called Keep Your Best Friend Fit.”

“We see tremendous growth in the K-9 market and very much look forward to expanding our relationship with both TruPet and their incredible team as well as our investment partners at Cambridge SPG,” said Michael Young, Chairman of the Board of Sport Endurance. “Lori and her team have built a fabulous company and incredible brand in the pet space which we look forward to expanding both our investment and partnership in the future.”

Filipp Chebotarev, Chief Operating Officer and Partner at Cambridge SPG, said, “Cambridge SPG sees huge growth in the ‘better for your pet’ pet food space and has identified TruPet as a market leader. The TruPet team, current product portfolio, as well as planned pet innovation are positioned for long term growth in the rapidly expanding pet food market. We are delighted to be a part of their journey.”

About TruPet, LLC.
TruPet, LLC and TruDog, a division of the parent company, were founded in 2013 by Lori Taylor. The family-owned pet food company based in Ohio currently includes 29 animal-loving employees. The company began after founder Lori R. Taylor lost her Great Dane, Truman, to cancer at an early age. Determined to find out why her vibrant dog developed cancer, she set out to learn the truth about pet foods. Through her research, she discovered that most commercial pet foods simply do not provide the level of nutrition and quality that dedicated pet parents demand, so she developed her own brand of freeze dried, biologically appropriate raw foods for dogs. TruDog is the first division of TruPet LLC, which will eventually launch lines of food, supplements, and pet care products for dogs, cats, and horses. The company is named in honor of Truman, the Great Dane who sparked the search for better pet products.

About Cambridge Companies SPG
Cambridge Companies SPG (“Special Projects Group”) is a highly respected strategic opportunity investment firm based in Newport Beach, CA. Cambridge Companies SPG turns opportunities into value by buying controlling and non-controlling interest in companies poised for growth. Cambridge SPG focuses on retail, consumer packaged goods (CPG) as well as Food & Beverage. More information on Cambridge Companies SPG can be found on their website http://www.cambridgespg.com/.