General Mills acquires pet supplement company Fera Pets, no terms

General Mills announced the acquisition of Fera Pets, a vet-founded pet supplement company, bringing new health-focused offerings to General Mills’ pet portfolio. This represents General Mills’ first step into the pet supplement category and first acquisition by its newly launched growth equity fund. As the pet food trend toward humanization continues, pet parents are increasingly demanding healthful products they can trust. Fera Pets, Inc. is reimagining pet supplement products by providing vet-created, science-backed supplements to support pet wellness with high-quality ingredients, accurate dosages and a combination of Eastern and Western medicine. “The pet wellbeing category is on the rise, as more families look to take care of their pets the same way they take care of their own health,” said John Parrish, vice president, Disruptive Growth, General Mills. “We’re excited to welcome Fera Pets, Inc. to its new home and look forward to partnering to scale the brand and bring more high-quality pet supplement products to more pets.”