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CINCINNATI — Procter & Gamble Co. plans to acquire Natura Pet Products Inc., a deal that the consumer products giant said will further expand its presence in the super premium pet food segment.
Procter & Gamble Co. plans to acquire Natura Pet Products Inc., a deal that the consumer products giant said will further expand its presence in the super premium pet food segment.
Terms of the agreement, announced Wednesday, weren’t disclosed. P&G said it expects to close the deal in about a month.
Brands from Davis, Calif.-based Natura include Innova, Evo, California Natural, Healthwise, Mother Nature and Karma. The products are sold in a limited number of pet specialty stores and through veterinarians, mainly in the United States and Canada.
According to P&G, the acquisition will enable it to branch into the "holistic and naturals" segment of the pet food category, complementing its Iams and Eukanuba brands.
"These outstanding brands and the great employees of Natura Pet Products will complement our Eukanuba and Iams brands very well," Dan Rajczak, senior vice president of P&G’s global pet care and snacks businesses, said in a statement. "This acquisition gives us a strong position in the holistic and natural pet food segment. It will enable us to enhance the health and well-being of even more dogs and cats and represents an exciting new source of growth for our business."
