General Mills to Acquire Pet Food & Treat Brand in $1.45B Deal

General Mills has announced an acquisition agreement of Whitebridge Pet Brands North American premium pet food and treat business from NXMH, a Belgium-based investment firm, in a transaction valued at $1.45 billion.

Whitebridge Pet Brands NA, which includes the Tiki Pets and the Cloud Star brand portfolios, is a growth leader in the cat feeding and pet treating segments. With this transaction, General Mills further advances its Accelerate strategy, with a focus on its core markets, global platforms and local gem brands to drive sustainable, profitable growth and top-tier shareholder returns over the long term.

“Acquiring the Tiki Pets and Cloud Star portfolio strengthens our commitment in the Pet space,” said Jon Nudi, group president, North America Pet, International, and North America Foodservice, General Mills. “These brands complement our Blue Buffalo portfolio and will help us incrementally grow in Cat feeding and Treats. We’re excited to welcome the North American Whitebridge team to General Mills and to provide pet parents with an expanding portfolio of brands to feed and treat their pets like family.”

General Mills Pet Food & Treat Acquisitions

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The North American Whitebridge Pet Brands business generated approximately $325 million in US Nielsen-measured retail sales in the past 12 months, predominantly in the pet specialty and E-commerce channels. As part of the transaction, General Mills will assume operations of two manufacturing facilities in Joplin, MO. NXMH will retain Whitebridge Pet Brands’ European business and brands.

In 2022, Whitebridge Pet Brands merged with Italian-based Agras Pet Foods.  The European-based pet nutrition company owned the Schesir and Stuzzy brands, which are now Whitebridge brands. Agras also manufactures the ADOC brand of pet food, distributed in Europe.

In addition to Tiki Pets, Cloud Star, Stuzzy, and Schesir brands, Whitebridge manufactures cat and dog food, complements, toppers, treats, and health aids under Dogswell, Grizzly, Buddy Biscuits, Pet Botanics, Crazy Dog, and Petite Cuisine brands.