On the Street: P&G Expands in Super-premium Pet Food
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.