Mission Statement, Vision, & Core Values of Better Choice Company Inc. (BTTR)

When a company projects a revenue leap to over $270 million for 2025, up from prior-year standalone numbers, you defintely need to look past the ticker and into the core values driving that growth. The recent merger with SRx Health Solutions, Inc. and the subsequent name change to SRx Health Solutions Inc. (SRXH) is a massive strategic pivot, but what is the underlying philosophy guiding this new global health and wellness entity?

Are the Mission Statement, Vision, and Core Values strong enough to deliver on the projected $10+ million in EBITDA, or are they just corporate boilerplate that won't translate into execution? As an investor or strategist, how do you map the company's stated purpose-providing solutions for pets, people, and families-to its aggressive expansion into veterinary medicine with the Better Pet Rx initiative?

Better Choice Company Inc. (BTTR) Overview

You're looking for a clear picture of Better Choice Company Inc.'s trajectory, and the short answer is that a major strategic shift in 2025 has completely redefined their scale. The company successfully executed a pivotal acquisition that transformed it from a pet-focused firm into a diversified global health and wellness platform for both pets and people.

Better Choice Company Inc. has a multi-decade history rooted in premium pet health and wellness, primarily through its flagship Halo brand. Their core products-kibble, canned food, freeze-dried raw diets, and supplements-focus on science-based, natural nutrition for dogs and cats. They've always focused on the humanization trend in pet care, selling through major e-commerce channels like Chewy and Amazon, plus international markets like China. That digital-first approach gave them a strong foundation.

But the big news in 2025 was the acquisition of SRx Health Solutions Inc. This move, valued at approximately $125 million, closed in April 2025, and it immediately expanded the company's scope far beyond pet food. It's a classic move to diversify revenue streams and expand market presence.

• Halo: Premium pet nutrition and supplements.
• SRx Health: Specialty pharmacy and health/infusion clinics.
• New Focus: Global health and wellness for pets, people, and families.

Here's the quick math: the combined entity is now projecting total revenue for the 2025 fiscal year to be over $270 million. That's the new sales benchmark you need to focus on.

To be fair, the company changed its legal name to SRx Health Solutions, Inc. and its ticker to SRXH on April 30, 2025, but the growth story is still all about the strategic foundation built by Better Choice Company Inc.

Record-Breaking Financial Performance and Core Sales

The financial reports for the latest period reflect a company on a clear path to profitability, with the 2025 revenue projection setting a new record. Before the acquisition, the company was already showing strong operational improvements. In the fourth quarter of 2024, Better Choice Company Inc. reported revenue growth of 26% year-over-year, hitting $7.2 million. That growth was driven by a 32% increase across Chewy and Amazon alone.

What's more important for long-term investors is the efficiency improvement. The Adjusted EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) loss for Q4 2024 improved by a massive 80% year-over-year to just $(0.7) million. That shows a defintely tighter ship and better operational leverage, which is what you want to see before a major merger.

The acquisition of SRx Health is what catapults the 2025 numbers. The combined entity's trailing twelve-month (TTM) revenue was already at $235 million, growing 25% quarter-over-quarter. The 2025 forecast of over $270 million in revenue, plus over $10 million in Adjusted EBITDA, is the direct result of integrating SRx Health's Canadian revenue base with the strong foundation of the Halo brand, which generated $49 million in gross sales in 2023. This combined revenue figure is the new record, and it maps a clear path to sustainable growth.

A New Leader in Global Health and Wellness

Better Choice Company Inc. has definitively positioned itself not just as a pet food company, but as one of the leading companies in the newly defined global health and wellness industry. The strategic move into specialty pharmacy and veterinary medicine with the 'Better Pet Rx' initiative in 2025 demonstrates a clear vision to capitalize on the growing consumer focus on health for the entire family-pets included.

They are leveraging SRx Health Solutions' existing infrastructure and pharmaceutical relationships to complement the Halo portfolio, creating a much larger, more resilient business. This isn't just a merger; it's a structural pivot that moves them into a higher-growth, higher-margin segment of the market. The company is now a player in two of the most durable consumer trends: pet humanization and personalized healthcare.

This strategic move, backed by the projected $270 million in 2025 revenue, is why the company is now viewed as a leader. If you want to dive deeper into the nuts and bolts of how this new entity is structured for financial success, you should read Breaking Down Better Choice Company Inc. (BTTR) Financial Health: Key Insights for Investors.

Better Choice Company Inc. (BTTR) Mission Statement

You need to understand the mission statement of Better Choice Company Inc. (BTTR) right now, especially after the April 2025 merger with SRx Health Solutions. The mission is no longer just about pet food; it's a strategic pivot to becoming a leading global health and wellness company for the whole family-pets and people alike. This new, expanded mission is the blueprint for how they plan to hit their projected 2025 combined revenue of over $270 million and EBITDA over $10 million on a pro forma basis.

The company's core mission is to be a rapidly growing pet health and wellness company committed to leading the industry shift toward pet products and services that help dogs and cats live healthier, happier, and longer lives. This guiding principle is what directs every dollar of the $8.8 million private placement they secured in April 2025 and every product decision. It's a simple, powerful statement, but the complexity is in the three core components that make it actionable.

Here's the quick math: if you don't have a clear mission, your strategy is just a list of expensive ideas.

For a deeper dive into the corporate structure and how this all came together, you can check out Better Choice Company Inc. (BTTR): History, Ownership, Mission, How It Works & Makes Money.

Component 1: Leading the Industry Shift Toward Better Health

The first core component is market leadership through innovation, specifically by leading the industry shift toward better pet health products and services. This isn't just about selling; it's about changing the conversation around pet wellness. The company is actively moving beyond traditional pet food to embrace a broader health and wellness portfolio, which is why the SRx Health merger was so critical.

This commitment shows up in their financial performance, too. The focus on high-margin, premium products helped drive a significant increase in their gross margin to 36% in the fourth quarter of 2024. That's a massive jump-a sign that their premium, health-focused strategy is resonating with consumers willing to pay more for quality. To be fair, you defintely need that margin to fund the R&D for new, innovative products.

• Drive new product development in veterinary medicine.
• Capitalize on the pet humanization trend.
• Expand the Halo brand portfolio beyond food.

Component 2: Alternative, Nutrition-Based Approach

The second pillar centers on a nutrition-based approach, which is the heart of their product quality commitment. Better Choice Company Inc. takes an alternative, nutrition-based approach to pet health relative to conventional offerings. This means their products, primarily under the Halo brand, are formulated with high-quality, thoughtfully sourced ingredients for natural, science-based nutrition.

This focus on 'natural, high-quality' is a key differentiator in a crowded market. It's not an abstraction; it's a measurable commitment that drives sales. For example, their digital channels, like Chewy and Amazon, saw a 32% increase in sales in Q4 2024, contributing to a 26% year-over-year revenue growth for the quarter. Pet parents are actively seeking out these premium, health-conscious options, and the company's mission is perfectly aligned to capture that demand.

What this estimate hides is the continued investment in sourcing and formulation required to maintain that quality edge. They must keep their product standards high to justify the premium price point and the 36% gross margin.

Component 3: Providing Solutions for Pets, People, and Families

The final, and most forward-looking, component is the expansion of their mission to encompass the entire family unit. The combined company, following the merger, aims to be a leading global health and wellness company by providing better products and solutions for pets, people, and families. This is a significant strategic broadening from a pet-centric business to a comprehensive family wellness platform.

This move recognizes the strong link between pet and human health (the 'pet humanization' trend). By expanding into new areas, like veterinary medicine through the Better Pet Rx initiative in 2025, they are creating a more resilient and diversified revenue stream. This strategy is supported by the company's decision to increase its stock repurchase program authorization to $6.5 million through December 31, 2025, signaling confidence in the long-term value of this expanded wellness focus.

The goal is to capture a larger share of the overall family's wellness spend, not just the pet budget. This is a smart way to maximize returns in a growing market.

Better Choice Company Inc. (BTTR) Vision Statement

You're looking for a clear map of Better Choice Company Inc.'s future, and honestly, the landscape changed significantly in 2025. The direct takeaway is this: the company, now legally SRx Health Solutions Inc., is executing a vision to transition from a pet-focused brand to a diversified, global health and wellness platform, targeting over $270 million in combined 2025 revenue.

The strategic shift, finalized with the SRx Health merger in April 2025, means the vision is no longer just about pet food. It's about leveraging the pet humanization trend while building a broader specialty health business. This is a defintely a complex move, but the numbers show a clear path to profitability.

Vision: Leading Global Health and Wellness Company by 2025

The core of the new vision is to be a leading global health and wellness company, a goal the management team set to achieve by the end of 2025. This isn't just a tagline; it's a financial mandate driven by the merger with SRx Health Solutions Inc. The combined entity's financial outlook for the 2025 fiscal year is the clearest indicator of this ambition. Specifically, the projected 2025 combined revenue is expected to exceed $270 million, with an anticipated combined Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA) of more than $10 million. Here's the quick math: the company is moving from a 2024 adjusted EBITDA loss of $(1.9) million for the legacy pet business to a projected $10+ million positive EBITDA for the combined operation in 2025. That's a massive swing, and it's the primary driver of the new vision.

The new structure, which led to the name change to SRx Health Solutions Inc. in April 2025, positions the company to capitalize on two distinct, high-growth sectors: premium pet care and specialty pharmacy services. This dual focus is the engine for the global expansion.

Core Value: Nutrition-Based Pet Health and Longevity

Even with the merger, the original mission and core value tied to the Halo brand remain critical. The company is still committed to leading the industry shift toward pet products and services that help dogs and cats live healthier, happier, and longer lives. This is the foundation of the business, focusing on an alternative, nutrition-based approach to pet health.

The Halo brand, which is the pet segment of the new entity, generated approximately $49 million in gross sales in 2023, showing its established market position. A key part of the value proposition is the omnichannel distribution model, which helps them reach pet parents through major e-commerce platforms like Chewy and Amazon, where the company saw a 32% increase in sales in the fourth quarter of 2024. This focus on premium, science-driven pet nutrition under the Halo brand is what provides a stable, high-margin base for the larger health and wellness vision. The gross margin for the full year 2024 was already strong at 37%, an increase of 657 basis points year-over-year. That's a good sign for the quality of the underlying pet business.

Near-Term Opportunity: Expansion into Veterinary Medicine

A clear action item stemming from the new vision is the 2025 expansion into veterinary medicine through the new initiative, Better Pet Rx. This move is a direct bridge between the legacy pet business and the new specialty pharmacy focus. It's a smart way to create synergies (or, simply put, to use what they already have to help the new part grow). The company sees pet pharmaceuticals as a key growth area within the pet care industry.

• Launch Better Pet Rx initiative in 2025.
• Target new revenue streams in veterinary care.
• Leverage specialty pharmacy expertise for pet meds.

What this estimate hides, of course, is the execution risk of integrating two very different businesses-pet food and specialty pharmacy-and then launching a new veterinary service. Still, the anticipated annual cost savings of $1.7 million post-integration provide a buffer. If you want to dig deeper into the investor landscape for this new entity, you should check out Exploring Better Choice Company Inc. (BTTR) Investor Profile: Who's Buying and Why?

The successful completion of the merger, which included an $8.8 million private placement in April 2025, gives the company the capital to fuel this expansion and pursue the $270+ million revenue goal. The next step is simple: watch the Q3 2025 earnings call in November to see if the combined entity is hitting those ambitious revenue and EBITDA targets.

Better Choice Company Inc. (BTTR) Core Values

You're looking for the foundational principles guiding Better Choice Company Inc., but the first thing you need to know is the name changed. The company, formerly BTTR, completed a major acquisition and rebranded to SRx Health Solutions Inc. on April 30, 2025. The core values of the new, larger entity are what matter now, and they map directly to its aggressive strategic shift toward a global health and wellness platform.

This isn't just a name change; it's a new mission. The combined entity is focused on delivering enhanced products and solutions for pets, people, and families, moving beyond just pet food. The financial targets for the 2025 fiscal year clearly show where their priorities lie, blending high-growth ambition with a sharp focus on operational efficiency.

Health & Wellness Focus: From Pet Food to Global Care

The company's primary value is a commitment to a holistic, nutrition-based approach to health and wellness, now expanded to cover both animals and humans. This is the bedrock of the new SRx Health Solutions Inc., leveraging the former Better Choice Company Inc.'s premium pet brand, Halo, and the specialty pharmacy network of SRx Health.

This value is demonstrated through a dual-market strategy. On the pet side, the company is launching the Better Pet Rx initiative in 2025 to expand into veterinary medicine, moving beyond food into pharmaceuticals and care. On the human side, the focus is now on supporting patients managing complex conditions.

• Launch Better Pet Rx to enter veterinary medicine.
• Prioritize specialty pharmacy services for chronic diseases.
• Offer enhanced solutions for pets, people, and families.

It's a smart move to diversify; pet humanization is a strong trend, but specialty pharmacy offers higher-margin, recurring revenue streams. You can read more about the strategic rationale behind the new entity's investor appeal by Exploring Better Choice Company Inc. (BTTR) Investor Profile: Who's Buying and Why?

Strategic Growth & Financial Discipline: Hitting the 2025 Mark

A core value for any post-merger entity is proving the deal works, and for SRx Health Solutions Inc., that means hitting clear financial targets. The company is a trend-aware realist, mapping its growth to tangible numbers and cost savings, not just abstract market share gains.

The combined entity is projecting a 2025 combined revenue of over $270 million and an Adjusted EBITDA of over $10 million. Here's the quick math: achieving this requires both strong organic growth and realizing the expected annual cost savings of $1.7 million post-integration. That's financial discipline in action, not just a hope for the future.

• Target $270+ million in 2025 combined revenue.
• Anticipate $1.7 million in annual cost savings.
• Secured $8.8 million in private placement funding in April 2025.

The company's capital structure also reflects this value. The successful $8.8 million private placement, completed in April 2025, provided the necessary capital to strengthen the balance sheet and execute the new growth strategy. That's a clear action showing a commitment to funding the vision.

Shareholder Value & Governance: Building Trust

Honest communication and direct action to reward investors form the third pillar. When you go through a major corporate transformation-a name change, a ticker change (from BTTR to SRXH), and a significant share issuance-investor confidence is defintely paramount.

The company's commitment to shareholder value is concrete. The Board of Directors reinstated and expanded the stock repurchase program to an authorization of $6.5 million of common shares through the end of 2025. This move signals management's belief that the stock is undervalued and is a direct mechanism to return capital to shareholders.

Furthermore, the focus on governance is evident in the November 2025 appointment of new directors, such as Sammy Dorf, to the Board. These changes are aimed at strengthening the team structure and enhancing corporate governance, which is crucial for long-term stability and investor trust. Even a simple press release on November 6, 2025, addressing unusual market trading activity shows a commitment to transparency with the NYSE American.