Proctor & Gamble has purchased Natura Pet Products. All the products, Innova, Evo, California Naturals, Healthwise and Karma - gobbled up by one of the
Big Dogs of pet food. Now a partner food to Iams/Eukanuba. Many independent pet stores are planning to no longer carry these foods.
Be wary of possible formula/ingredients changes in the near future.
The following is a press release issued by Proctor & Gamble:
P&G Acquires Natura Pet Products:
P&G Expands Further in 'Super Premium' Pet Food Segment
CINCINNATI, May 5, 2010 /PRNewswire via COMTEX/ --The Procter & Gamble
Company (NYSE: PG) has 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."
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 United States 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."
Natura Pet Products employs about 140 people, mainly at its production sites
in San Leandro, California and Fremont, Nebraska. P&G is targeting to close
this deal in about a month, subject to customary closing conditions and
regulatory clearances. Specific terms of the deal are not being disclosed.
About Procter & Gamble:
Four billion times a day, P&G brands touch the lives of people around the
world. The company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R),
Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R),
Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R) and Fusion(R).
The P&G community includes about 135,000 employees working in about 80
countries worldwide. Please visit PG.com for the latest news and in-depth
information about P&G and its brands.
SOURCE Procter & Gamble
