General Mills acquires Fera Pets
By Food in Canada StaffBusiness Operations Pet Food Editor pick Fera Pets General Mills
General Mills acquires Fera Pets, a vet-founded pet supplement company, bringing new health-focused offerings to General Mills’ pet portfolio. This represents General Mills’ first step into the pet supplement category and first acquisition by its newly launched growth equity fund.
“The pet well-being category is on the rise, as more families look to take care of their pets the same way they take care of their own health,” said John Parrish, vice-president, Disruptive Growth, General Mills. “We’re excited to welcome Fera Pets to its new home and look forward to partnering to scale the brand and bring more high-quality pet supplement products to more pets.”
Fera Pets will become part of General Mills’ new growth equity fund, designed to own, scale and incubate strategically aligned businesses for future integration into the company’s core portfolio.
“We are thrilled to join the General Mills family and embark on a new chapter of growth for our business,” said Dr. Michelle Dulake, veterinarian and co-founder of Fera Pets. “Fera Pets was created after recognizing a lack of transparency in the pet supplement category and a gap in the market for a holistic approach to our pets’ well-being. With the support of General Mills’ scaling capabilities, we are looking forward to furthering our mission to create better lives for pets and their families.”
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