General Mills, Inc. has announced a definitive agreement to acquire Whitebridge Pet Brands' North American premium cat food and pet treat business from NXMH for US$1.45 billion.
The acquisition includes brands like Tiki Pets and Cloud Star, part of the fast-growing cat food and pet treats segments, which together generate $24 billion in retail sales within the $52 billion U.S. pet food market. General Mills said it aims to expand its footprint in the pet sector, integrating Whitebridge’s offerings with its Blue Buffalo portfolio to strengthen its position in cat nutrition and pet treats.
"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."
The transaction marks General Mills' fifth acquisition in the pet category, following previous acquisitions of Blue Buffalo (2018), Nudges, Top Chews and True Chews (2021), Fera Pets (2023) and Edgard & Cooper (2024).
Whitebridge Pet Brands' North American business, primarily sold through pet specialty and e-commerce channels, reported approximately $325 million in retail sales in the past year. As part of the deal, General Mills will take over two manufacturing facilities in Joplin, Missouri, while NXMH retains Whitebridge’s European operations and brands.
The transaction is anticipated to close in the third quarter of fiscal 2025, subject to regulatory approval and other customary closing conditions.
According to Petfood Industry's Top Pet Food Companies, General Mills is a North American manufacturer and marketer of consumer foods and pet food; entering the pet food market in 2018 with the acquisition of Blue Buffalo.
Adapted from a press release.
