Better Choice Company (now SRx Health Solutions) sells premium pet food and wellness products under its Halo brand. Halo offers over 100 products — dry kibble, wet food, freeze-dried raw food, treats, and supplements — for dogs and cats, targeting health-conscious pet owners with a focus on naturally raised proteins, no meat meals or animal byproducts, and non-GMO ingredients. The company sells wholesale through e-commerce platforms, primarily Amazon and Chewy, plus a small number of specialty retail partners. Better Choice shut down its direct-to-consumer website in mid-2024 and deliberately exited unprofitable brick-and-mortar accounts, including Petco and Pet Supplies Plus, to focus on a digital-first model. The company owns no manufacturing — all products are made by co-manufacturers — and outsources warehousing and logistics as well, keeping headcount at roughly 10 full-time employees. Better Choice sold its Halo Asia business for $6.5M in cash plus a royalty stream (3% of Asian sales, with a $330K annual minimum over five years) and a separate 5.5% royalty on Halo Elevate sales in Asia, with the board approving distribution of up to 55% of annual royalties to shareholders. Profitability is driven by channel mix (e-commerce carries better marketing efficiency than retail), co-manufacturer cost terms, and SG&A leverage given the lean cost structure.