The pet vitamins segment is becoming a new battleground for the major players with the parent company of Swisse making a large acquisition in the US and ASX-listed Blackmores eyeing a large chunk of a $100 million sector in Australia by 2024.

Health & Happiness Group, which acquired the Australian-based Swisse vitamins brand for $1.7 billion in 2015, made its first foray into pet vitamins last week by buying Solid Gold Pet for US$163 million ($224 million). Solid Gold Pet is headquartered in St Louis in Missouri in the United States and was first established in 1974.