Mars Petcare buys Whistle start-up

Mars Petcare has bought the start-up company Whistle, according to reports by several online portals. Mars has not revealed any details of the purchase price, but observers believe that the deal for Whistle amounted to $ 117 mio.
Whistle is known for digital fitness and wellness tools for dogs in the form of dog collars with a GPS signal and special functions for the dog's activity. Missing dogs can be located using GPS tracking and the dog's level of fitness can be checked using a mobile app. Through its acquisition of Whistle, Mars Petcare hopes to gain further knowledge of pet owners' behaviour vis-a-vis their pets.