General Mills to Pay $1.45B for Whitebridge Pet Brands’ NA Business
General Mills has announced a $1.45 billion acquisition of Whitebridge Pet Brands’ North American premium cat food and pet treat business from NXMH, a Brussels-based private equity firm.
The acquisition includes the Tiki Pets and Cloud Star brands, which generated approximately $325 million in U.S. retail sales over the past year, predominantly in the pet specialty and E-commerce channels.
The deal includes two manufacturing facilities in Joplin, MO, and will be funded through cash and new debt. NXMH will retain Whitebridge Pet Brands’ European business and brands. The transaction is expected to close in the third quarter of 2025.
This marks General Mills’ fifth pet category acquisition, following Blue Buffalo in 2018, Nudges, Top Chews, and True Chews in 2021, Fera Pets in 2023, and Edgard & Cooper earlier this year.
“Acquiring the Tiki Pets and Cloud Star portfolio strengthens our commitment in the Pet space,” said Jon Nudi, group president, North America Pet, International, and North America Foodservice, General Mills. “These brands complement our Blue Buffalo portfolio and will help us incrementally grow in Cat feeding and Treats.”
Paul, Weiss, Rifkind, Wharton & Garrison LLP is serving as legal counsel to General Mills. Houlihan Lokey is serving as exclusive financial advisor, and Willkie Farr & Gallagher LLP is serving as legal counsel to NXMH.