General Mills Snaps Up Tiki Pets, Cloud Star Pet Businesses in North America

Nov. 14, 2024

NXMH will sell the Whitebridge Pet Brands’ North American business for $1.45 billion — the fifth pet-related acquisition for General Mills in the last six years.

Andy Hanacek

General Mills Inc. has entered into a definitive agreement to acquire its fifth pet-related business in the last six years — this time snapping up Whitebridge Pet Brands’ North American premium cat feeding and pet treat business from NXMH for $1.45 billion.

The deal includes the Tiki Pets and Cloud Star portfolio of brands and fits into General Mills’ “Accelerate” strategy focused on its core markets, global platforms and local gem brands to drive long-term, sustainable growth and shareholder return, the company noted in a release announcing the transaction. Tiki Pets produces cat and dog food and treats, while Cloud Star makes numerous varieties of pet treats under several brand names like Buddy Biscuits and Dogswell, among others.

“These brands complement our Blue Buffalo portfolio and will help us incrementally grow in cat feeding and treats,” said Jon Nudi, group president, North America Pet, International, and North America Foodservice, General Mills. “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.”

Since 2018, General Mills has been gobbling up pet brands, acquiring Blue Buffalo (2018), Nudges, Top Chews and True Chews (2021), Fera Pets (2023), Edgard & Cooper (2024), and now Whitebridge’s North America business.

The Whitebridge deal is expected to close in third quarter of 2025, subject to customary closing conditions, and General Mills will acquire two manufacturing facilities in Joplin, Mo., as part of the deal. The acquired business generated approximately $325 million in U.S. Nielsen-measured retail sales in the past 12 months, predominantly in the pet specialty and e-commerce channels, according to the release.

NXMH, which is a Belgium-based investment firm, will retain Whitebridge Pet Brands’ European business and brands. NXMH acquired Whitebridge from another PE firm back in 2021.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.