Procter & Gamble (P&G), owner of the Iams and Eukanuba brands of petfood, has signed a deal to acquire privately held Natura Pet Products, based in Davis, Calif.
P&G, based in Cincinnati, Ohio, USA, says the move allows it to "expand into the attractive holistic and naturals segment of the petfood category," complementing the company's current petfood brands and helping advance an overall growth strategy of "reaching more consumers in more parts of the world more completely."
Natura's brands include Innova, Evo, Healthwise, California Naturals, Mother Nature and Karma. Its products are sold in pet specialty stores and veterinary clinics, mainly in the US and Canada.
"Its time for the right company to take our brands to the next level of growth. P&G is that company," says John Rademakers, founder and owner of Natura. "We know that P&G will honor our history as they capitalize on their strengths to build these brands."
The deal is expected to close in about a month.
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