General Mills Completes Acquisition of Whitebridge Pet Brands’ North American Premium Cat Feeding and Pet Treating Business

MINNEAPOLIS--(BUSINESS WIRE)--General Mills, Inc. (NYSE: GIS) today announced it has completed the acquisition of Whitebridge Pet Brands’ North American premium Cat feeding and Pet treating business from NXMH in a transaction valued at $1.45 billion. The business, which includes the Tiki Pets and Cloud Star portfolio of brands, is a growth leader in the Cat feeding and Pet treating segments.

This completed transaction marks the fifth acquisition by General Mills in the Pet category:

• Blue Buffalo (2018)
• Nudges, Top Chews, and True Chews (2021)
• Fera Pets (2023)
• Edgard & Cooper (2024)
• Whitebridge Pet Brands - North America (2024)

The North American Whitebridge Pet Brands business generated approximately $325 million in U.S. Nielsen-measured retail sales in the past twelve months, predominantly in the pet specialty and E-commerce channels. As part of the acquisition, General Mills assumed operations of two manufacturing facilities in Joplin, Missouri. NXMH retains Whitebridge Pet Brands’ European business and brands.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2024 net sales of U.S. $20 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

^{Source: NIQ Pet Plus Retail, 52 Weeks Ending 10/05/2024}