General Mills, the US-based multinational food company, has confirmed its acquisition of Whitebridge Pet Brands’ North American premium cat food and pet treats business for £1.19 billion. The deal, expected to close in the third quarter of fiscal 2025, strengthens General Mills’ position in the growing U.S. pet food market.
The acquisition includes the Tiki Pets and Cloud Star brands, both leaders in the cat feeding and pet treating segments, which together account for a combined £19.2 billion in retail sales within the broader £41.6 billion US pet food industry. The deal complements General Mills’ existing Blue Buffalo portfolio, expanding its reach in the premium pet food and treat categories.
“This acquisition advances our Accelerate strategy, deepening our commitment to the pet space,” said Jon Nudi, Group President of North America Pet, International, and North America Foodservice at General Mills. “The Tiki Pets and Cloud Star brands are a perfect fit with Blue Buffalo, and we look forward to offering pet owners an expanded range of high-quality products to feed and treat their pets.”
The North American Whitebridge Pet Brands business generated approximately £260 million in retail sales over the past year, primarily through specialty pet stores and e-commerce channels. As part of the transaction, General Mills will take control of two manufacturing facilities in Joplin, Missouri, but NXMH, the parent company of Whitebridge, will retain the European business.
General Mills intends to finance the transaction using cash reserves and new debt. The deal is subject to regulatory approval and other customary closing conditions.
This marks General Mills’ fifth acquisition in the pet food category, following the purchase of Blue Buffalo in 2018, Nudges, Top Chews, and True Chews in 2021, Fera Pets in 2023, and Edgard & Cooper earlier this year.
