Procter & Gamble To Buy Natura Pet Products

In move to gain access to holistic and natural pet food segment, Procter & Gamble says it has signed a deal to buy privately held pet food company Natura Pet Products.

CINCINNATI (AP) -- Procter & Gamble Co. says it has signed a deal to buy privately held pet food company Natura Pet Products Inc.

Terms of the transaction were not disclosed.

Natura, whose brands include Innova, Evo, Healthwise and Karma, sells its products mostly at specialty pet stores and through veterinarians in the U.S. and Canada. The privately held company is based in Davis, Calif., and has a plant in Fremont, Neb.

Procter & Gamble said Wednesday that the acquisition gives it access to the holistic and naturals pet food segment, which will complement its existing Iams and Eukanuba brands.

Procter & Gamble hopes to close the deal in about a month.

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