Whitebridge Pet Brands LLC was formed as a result of the merger of the Cloud Star and Tiki brands of dog and cat treats and food. The promise to the founders of these companies was to build upon the success of the brands without compromising their essence, their recipes and their quality.
Whitebridge Pet Brand’s long-term strategy is to build an innovative pet food company that brings health and happiness to pets and owners with a range of minimally processed, natural and wholesome dog and cat foods and treats.
“We are excited about the acquisitions we have made and continue to review brands that are compatible with our strategy and share our values. An intentional focus on natural and minimally processed products and a commitment to doing the right thing for pets and pet parents drives each choice that we make,” said Olivier Amice, CEO.
In addition to Amice, the team has grown to include people with a long history in the pet segment and a strong passion for dogs and cats. They are Matt Davis, vice president of sales; Ann Hudson, vice president of marketing; Mary Czapeczka, CFO; Greg Cochran, director of supply chain; and Aaron Witt, director of product development.
One of the first moves after the merger was to launch the Wag More Bark Less line of treats exclusively for the pet specialty channel to complement the Cloud Star training treat line Tricky Trainers and the Cloud Star functional treat line Dynamo Dog.
Today, the portfolio includes Tiki Cat, Tiki Dog, Petite Cuisine, Cloud Star, Buddy Biscuits and Wag More Bark Less. Recent introductions include Tiki Cat Aloha Friends, a line of value priced wet foods in cans and pouches, a favorite format for cat consumers. Tiki Cat Born Carnivore, available in April, is a baked dry food for cats containing more than 30% fresh meat.
Said Amice: “Whitebridge is at the crossroads of health and happiness for pets and people over half a million times a day. I’m truly convinced that pets make us better people and knowing that we are making those moments possible is why I love coming to work every day.”
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.