Procter & Gamble (P&G), owner of the Iams and
Eukanuba brands of petfood, has signed a deal to acquire
, based in Davis, California, USA.
P&G, based in Cincinnati, Ohio, USA,
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
"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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