Procter & Gamble Co. of Cincinnati reported May 5 that it signed a deal to acquire privately held pet food company Natura Pet Products. Financial terms were not disclosed.
P&G said the move will allow it to expand into the holistic and natural pet food segment, which according to the company complements its Iams and Eukanuba brands.
Natura’s brands include Evo, Innova, Karma, California Natural, Healthwise and Mother Nature. They 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 business. “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.”
Natura founder and owner John Rademakers said “the right company” can take Natura's brands to the next level.
“P&G is that company,” he said. “We know that P&G will honor our history as they capitalize on their strengths to build these brands.”
Natura, based in Davis, Calif., employs about 140 people, mainly at production sites in San Leandro, Calif., and Fremont, Neb.
P&G expects to close the deal in about a month. The deal is subject to customary closing conditions and regulatory clearances.