I and love and you, a premium dog and cat food brand in the US, received a growth investment from L Catterton, a consumer-focused private equity firm. L Catterton's investment will be used to accelerate growth and expansion of I and love and you nationally. The investment was made from L Catterton's Growth Fund. Terms of the transaction were not disclosed.
L Catterton has experience investing in the pet care and pet food sector, with current and past investments including Ainsworth (the parent company of the Nutrish brand), Nature's Variety, Wellness Pet Food, Lily's Kitchen, Inspired Pet Nutrition and PetVet Care Centers.
Other initial pet food investment partners of I and love and you include Winona Capital Management, which provided the company a round of financing in 2014, and Revelry Brands, an investment group that has supported the company's growth since the brand launched in 2012.
I and love and you offers an assortment of natural dog and cat food products. Both of its flagship lines of kibble, Naked Essentials and Nude Food, have earned the five-star rating from DogFoodAdvisor.com. The company received recognition as "Best In Class" by a report from the Clean Label Project, a national nonprofit focused on health and transparency in labeling on consumer products. I and love and you recently launched its first national print advertising campaign. The pet food company plans to further bolster its offering later this year with the introduction of new products.
"This investment from L Catterton will enable I and love and you to continue to be a leading innovator and voice in the premium pet food category,” said Kevin Hall, CEO of I and love and you in a press release.
"We see a tremendous opportunity to accelerate the company's growth and help the brand achieve national scale, making these unique high-quality products available to pet parents across the country,” said Howard Steyn, Partner, L Catterton Growth Fund.
By Lindsay Beaton
This country is straddling the line between developing and developed as more of its citizens see the value in pet ownership.
By Lindsay Beaton