P&G Moves Into Pet Category Naturals

  • May 5, 2010
The Procter & Gamble Company says it has signed a deal to acquire Natura Pet Products, Inc., a Davis, Calif.-based pet food.

The company says the move gives P&G a foothold in the "holistic and naturals" segment of the pet food category, complementing P&G's current Iams and Eukanuba brands and helping the company advance its overall growth strategy of "reaching more consumers in more parts of the world more completely."

Natura's brands include Innova, Evo, California Natural, Healthwise, Mother Nature and Karma. These brands are sold in a limited number of pet specialty stores and through veterinarians, mainly in the United States and Canada.--Karl Greenberg

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