SRx Health Solutions Inc. is a pet health and wellness company that focuses on the development, marketing, and distribution of premium pet food and supplement products under the Halo brand. The company’s continuing operations, derived from the former Better Choice business, offer a broad portfolio for dogs and cats that includes dry kibble, canned wet food, freeze dried raw food, treats, dental chews, and nutritional supplements. All formulations are designed to meet high quality sourcing standards, use natural ingredients, and comply with Association of American Feed Control Officials guidelines. SRx Health Solutions Inc. operates within the pet health and wellness industry, specifically the natural and super premium pet food segment, and emphasizes science based nutrition that supports pet health and longevity.

The company generates revenue primarily through the sale of its Halo branded pet products across three main channels: ecommerce, brick and mortar retail, and international distributors. For the fiscal year ended September 30 2025, net sales from continuing operations amounted to approximately $6.5 million. Ecommerce sales are conducted via partner platforms such as Amazon, Chewy, Petflow, Thrive Market, and Vitacost, with a large share coming from repeat purchases that reflect strong brand loyalty. Brick and mortar sales occur through specialty pet stores and select grocery chains, following the company’s strategic exit from Petco and Pet Supplies Plus locations in December 2023 while maintaining online presence through those retailers. International sales represent a smaller portion of total revenue after the divestiture of Halo Asia, with no single foreign market contributing a material share. The majority of revenue is derived from online channels, reflecting the company’s digital first strategy and consumer preference for online pet product purchases. In addition, the company leverages its co manufacturing relationships to maintain consistent product quality and to scale production in line with demand.

SRx Health Solutions Inc. competes in a highly competitive pet health and wellness market where success depends on product quality, ingredient transparency, brand awareness, product variety, packaging, price, and nutritional claims. The company faces competition from large multinational pet food manufacturers such as Mars, Nestlé, and Big Heart Pet Brands (a part of the J M Smucker Company) as well as from natural and specialty pet food producers including Blue Buffalo (owned by General Mills), Wellness, Fromm, Orijen, Merrick (a part of Nestlé), Stella and Chewy, Open Farm, and Freshpet. In addition, numerous regional niche brands compete in local markets. SRx Health Solutions Inc. believes it holds a competitive edge through its commitment to high quality, science based nutrition, use of sustainably sourced ingredients such as cage free poultry, pasture raised beef, and wild caught fish, and its adherence to AAFCO guidelines. The company’s focus on super premium products and its strong relationships with co manufacturing partners also support its market position. Furthermore, the Halo brand emphasizes transparency in sourcing and provides detailed ingredient information that appeals to health conscious pet owners.

The company serves dog and cat owners who seek high quality, natural pet food and supplement products. Its products are sold directly to consumers through ecommerce platforms including Amazon, Chewy, Petflow, Thrive Market, and Vitacost, as well as through brick and mortar retailers such as specialty pet stores and select grocery chains. International distribution partners also contribute to sales, although no single foreign market represents a material portion of revenue. The customer base is characterized by repeat purchasers who demonstrate strong brand loyalty to the Halo brand. Demographically, the primary consumers are located across the United States, with a notable presence in suburban and urban households that prioritize premium nutrition for their pets. The company also reaches pet owners through online marketing campaigns and social media engagement that drive traffic to its retail partners.