Acquisition of Nom Nom

Mars shows appetite for D2C companies

Nom Nom sells fresh, whole-ingredient pet foods approved by pet nutritionists through its website.
Nom Nom sells fresh, whole-ingredient pet foods approved by pet nutritionists through its website.
20.01.2022

Mars has acquired Nom Nom. The Nashville, Tennessee-based direct-to-consumer (D2C) pet food brand will be an autonomous brand within Mars's Royal Canin division, according to Mars. The company declined to comment on the price.
Through its website Nom Nom sells fresh, whole-ingredient pet foods approved by pet nutritionists. It also sells treats and supplements for pets. The company counts Anchor Capital, Coefficient Capital and Greycroft among its backers, according to data providers.
Consumer product manufacturers have been tapping into the growing pet market as pet ownership boomed during the pandemic and millennials and Generation Z spend more on pets. Last year, Mars bought direct-to-consumer cat litter company PrettyLitter in a deal worth under 1 bn dollars. In 2020, it acquired Veterinary Specialty Hospital of Hong Kong, an emergency health services provider for animals.
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