MINNEAPOLIS — General Mills Inc. announced Nov. 14 it has entered an agreement to acquire Whitebridge Pet Brands’ North American business from NXMH for $1.45 billion. The acquisition furthers General Mills’ Accelerate strategy with a goal to drive sustainable, profitable growth over the long-term by focusing on core markets, global platforms and innovative brands.
Whitebridge Pet is known for its Tiki Pets and Cloud Star brands, making it a growth leader in the cat food and pet treat segments, according to General Mills. Tiki Pets offers products for cats under Tiki Cat and dogs under Tiki Dogs in various dry and wet formats and life stage specific diets. Cloud Star specializes in treats and supplements with its brands Wag More Bark Less, Tricky Trainers, Dynamo Dog, Dogswell, Buddy Biscuits, Pet Botanics and Grizzly Pet Products.
With this wide portfolio, Whitebridge Pet’s North American business generated an estimated $325 million in the past year, according to data from NielsenIQ.
“Acquiring the Tiki Pets and Cloud Star portfolio 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 our Blue Buffalo portfolio and will help us incrementally grow in cat feeding and treats. We’re excited to welcome the North American Whitebridge team to General Mills and to provide pet parents with an expanding portfolio of brands to feed and treat their pets like family.”
As part of the acquisition, General Mills will takeover operations of two manufacturing facilities in Joplin, Mo. NXMH will keep Whitebridge Pet’s European business and brands.
This acquisition builds upon General Mills’ continued expansion in pet nutrition. The company’s current pet portfolio includes Blue Buffalo (acquired in 2018), Nudges, Top Chews and True Chews (acquired in 2021), Fera Pets (acquired in 2023), and Edgard & Cooper (acquired in 2024).
This latest transaction is expected to close in the third quarter of 2025.
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