May 5/Cincinnati/PR Newswire -- The Procter & Gamble Company signed an agreement to acquire Natura Pet Products Inc., a privately held pet food business based in Davis, California. This move enables P&G to expand into the attractive "holistic and naturals" segment of the pet food category, complementing P&G's current Iams and Eukanuba brands and "helping the company advance its overall growth strategy of reaching more consumers in more parts of the world more completely," the company noted.
Natura's brands include Innova, Evo, California Natural, Healthwise, Mother Nature and Karma. These brands are sold in a limited number of pet specialty stores and through veterinarians, mainly in the U.S. and Canada.
"These outstanding brands and the great employees of Natura Pet Products will complement our Eukanuba and Iams brands very well," said Dan Rajczak, senior vice president of P&G's global pet care and snacks businesses. "This acquisition gives us a strong position in the holistic and natural pet food segment. It will enable us to enhance the health and well-being of even more dogs and cats and represents an exciting new source of growth for our business."
"It's time for the right company to take our brands to the next level of growth. P&G is that company," said John Rademakers, founder and owner of Natura Pet Products. "We know that P&G will honor our history as they capitalize on their strengths to build these brands."
From the May 10, 2010, Prepared Foods E-dition