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Whistle acquired by Mars

TechCrunch TechCrunch 31/03/2016 Katie Roof

SF-based Whistle, the “Fitbit for dogs,” has found a home at Mars Petcare , TechCrunch has learned.

“Whistle is excited to join the Mars Petcare family. This opportunity connects the industry’s global and technology leaders, enabling a new era of pet care,” the company tells TechCrunch. “Mars Petcare and Whistle shared a core belief around the importance of pets in our lives, and we look forward to connecting nutrition, healthcare, and technology to improve the lives of pets and their families.”

The acquisition happened earlier this year and according to one source with knowledge of the deal, the company was bought for over $100 million, but Whistle would not confirm the number. We also hear that Nestle’s Purina may have had conversations. 

Backed by Carmelo Anthony’s Melo7 Technologies, Nas’ Queensbridge, Slow Ventures, DCM Ventures, Qualcomm and more, Whistle raised $21 million in venture funding.  CEO Ben Jacobs co-founded Whistle when he was an entrepreneur-in-residence at DCM Ventures in 2012.

Whistle itself has made some acquisitions, buying the Tagg tracker last year.

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