Whistle, the 'Fitbit for Dogs,' Reportedly Acquired by Mars for Over $100 Million

According to a TechCrunch report today, sources indicate that Whistle, a wearable device company in the pet sector, was acquired last month by Mars Petcare, the world’s largest pet care services provider, for over $100 million. Nestlé’s Purina may have spearheaded the acquisition.

Whistle stated that it is delighted to join the Mars Petcare family. This represents an excellent opportunity to bring together a global industry leader and a technology pioneer, ushering in a new era of pet care. Whistle and Mars Petcare share a core commitment to caring for pets. By leveraging technology to monitor pets’ nutrition and health data, they aim to improve pets’ health metrics and quality of life.

WhistleHow Smart Is the Neck Ring?

Whistle, headquartered in San Francisco, was founded by pet enthusiasts Ben Jacobs and Steven Eidelman. As the world’s first technology company dedicated to helping pets live longer, healthier lives, Whistle leverages big data collected from wearable devices to build a comprehensive pet health database. This database is accessible to veterinarians and researchers worldwide, paving new avenues for pet disease prevention and complementing traditional in-clinic veterinary care.

The Whistle, priced at $79, features a sleek, seamless design and offers the advantages of being waterproof, having a long battery life, and supporting fast charging.


This smart collar’s monitoring technology enables pet owners to know in real time whether their pets are walking, playing, or resting. Whistle alerts owners and veterinarians to changes in behavior and health trends based on the pet’s breed, age, and weight. For instance, if a pet exhibits any abnormal behavior at night, Whistle will immediately notify you.


According to Whistle’s data, one in three pets goes missing. GPS positioning technology not only helps address the issue of lost pets but also alerts pet owners when their pets stray beyond their usual activity zones.

How Powerful Is Mars Care??

Mars, Incorporated is one of the world’s largest food manufacturers, boasting numerous globally renowned brands. Among these, billion-dollar brands include Dove, Mars, M&M’S, Snickers, Uncle Ben’s, Orbit, Pedigree, Royal Canin, Whiskas, and Treets. Mars Petcare is the company’s largest business segment. Headquartered in Brussels, Belgium, Mars Petcare operates in 199 countries and regions worldwide and employs more than 33,000 people. With a history spanning over 80 years since it began producing pet food in 1935, Mars Petcare is one of the world’s leading providers of pet care products. Anyone who has purchased pet food is surely familiar with Pedigree and Whiskas, two brands that have long dominated the shelves of major supermarkets in China.



Whistle completed its Series A financing round in 2013, led by DCM, and secured its Series B funding in 2015 from six investors including NGP, bringing its total capital raised to $21 million. Whistle also pursued strategic acquisitions, acquiring the Tagg Tracker wearable device last year.

The wearable device boom has also spread to the pet industry. The market now offers a range of pet wearables, including Fitbark, Pet Tracker, Otto, and Ridogulous, with prices ranging from $30 to $120. These devices generally address pet location tracking and basic health monitoring needs.

According to Peter Thiel, the “Godfather of PayPal,” patented technology, network effects, economies of scale, and brand advantages are four key characteristics for determining whether a company can monopolize a market. Whether the strategic alliance between Whistle and Mars Petcare can carve out its own niche remains to be seen over time.