Whitebridge Pet Brands North America, a prominent cat and dog nutrition company, is set to be acquired by General Mills, Inc. from NXMH. This significant transaction, valued at $1.45 billion, holds great importance for the pet industry. According to a recent company announcement, the definitive acquisition agreement includes the Tiki Pets and Cloud Star brands, targeting the expanding cat feeding and pet treat sectors. These sectors collectively represent a substantial $24 billion in retail sales within the broader $52 billion US pet food market. In the past year, North American Whitebridge Pet Brands generated an estimated $325 million in US Nielsen-measured retail sales, specifically through the pet specialty and E-commerce channels.

Strengthening the Pet Space

"Acquiring the Tiki Pets and Cloud Star portfolio significantly strengthens our commitment in the Pet space," said Jon Nudi, group president of North America Pet, International, and North America Foodservice at General Mills. These brands complement the existing Blue Buffalo portfolio and are expected to help the company incrementally grow in cat feeding and treats. The excitement lies in welcoming the North American Whitebridge team to General Mills and providing pet parents with an expanding portfolio of brands to feed and treat their pets like family.

Aligning with the Accelerate Strategy

The move to acquire Whitebridge Pet Brands aligns with General Mills' "Accelerate strategy." This strategy focuses on core markets, global platforms, and local brands to achieve sustainable, profitable growth and deliver "top tier" returns to shareholders over the long term. General Mills has a rich history of acquisitions in the pet category, with this being their fifth announced or completed acquisition. Their previous acquisitions include Blue Buffalo in 2018, Nudges, Top Chews, and True Chews in 2021, Fera Pets in 2023, and Edgard & Cooper in 2024. The acquisition of Whitebridge Pet Brands is anticipated to be completed in the third quarter of fiscal year 2025 and will be funded with cash on hand and new debt.

Assuming Control of Manufacturing Facilities

As part of the agreement, General Mills will take over the control of 2 manufacturing facilities in Joplin, Missouri. NXMH will retain ownership of Whitebridge Pet Brands' European business and its associated brands. This strategic move allows General Mills to expand its manufacturing capabilities and strengthen its presence in the North American pet market.

Expanding the Brand Portfolio

General Mills' brand portfolio is extensive and includes well-known brands like Cheerios, Nature Valley, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino's, Annie's, Wanchai Ferry, Yoki, and more. Whitebridge Pet Brands, on the other hand, includes Schesir, Stuzzy, Petite Cuisine, Dogswell, Pet Botanics, and more. The combination of these brands offers a diverse range of options for pet parents, catering to different preferences and needs.