General Mills has successfully acquired Fera Pets, a vet-founded pet supplement company, marking its entry into the pet supplement category and the inaugural acquisition by its newly launched growth equity fund.
Fera Pets is at the forefront of the pet food humanization trend, offering vet-created, science-backed supplements that support pet wellness with a blend of Eastern and Western medicine. The acquisition aligns with the increasing demand from pet parents for trustworthy and healthful pet products.
John Parrish, vice president of Disruptive Growth at General Mills, expressed excitement about welcoming Fera Pets into the company. The holistic pet health brand will integrate into General Mills' new growth equity fund, part of the Gold Medal Ventures disruptive innovation ecosystem. This fund aims to own, scale and incubate businesses aligned with the company's core portfolio.
Dr. Michelle Dulake, veterinarian and co-founder of Fera Pets, expressed enthusiasm about joining General Mills, highlighting the mission to enhance pets' lives through transparency and a holistic approach. The support from General Mills is expected to further Fera Pets' commitment to pet well-being.
General Mills' scale will provide growth fund portfolio companies access to brand-building excellence and omni-channel expertise while remaining founder-led and independently operated. The Gold Medal Ventures ecosystem, comprising G-Works, 301 INC, and the growth equity fund, focus on disrupting macro-opportunity areas in the food value chain.