“I and love and you,” a fast-growing premium dog and cat food brands in grocery stores across the U.S., today announced that it has received a significant growth investment from L Catterton, the largest consumer-focused private equity firm in the world. L Catterton’s investment will be used to further accelerate growth and expansion of “I and love and you” nationally. The investment was made from L Catterton’s Growth Fund. Terms of the transaction were not disclosed.
“I and love and you” offers a full assortment of natural dog and cat food products that are among the highest quality in the industry. Both of its flagship lines of kibble—Naked Essentials and Nude Food—have earned the coveted five-star rating from DogFoodAdvisor.com, and the company is the first pet food brand to receive recognition as “Best In Class” by a new report from the Clean Label Project, a national nonprofit focused on health and transparency in labeling on consumer products.
“As pet parents place an increasing focus on the health, safety and well-being of their pets, it’s important that we stay at the forefront of the industry,” “I and love and you” CEO Kevin Hall said. “This investment from L Catterton will enable ‘I and love and you’ to continue to be a leading innovator and voice in the premium pet food category. L Catterton’s unparalleled experience building leading consumer brands, including in pet food, made them the ideal partner as we further our marketing efforts and continue to extend our reach with millennial consumers and new retailers.”
“We are excited to partner with the outstanding team at ‘I and love and you,’ which has built a remarkable line of premium pet food products with a differentiated and emotive brand positioning that deeply resonates with consumers,” said Howard Steyn, Partner, L Catterton Growth Fund. “We see a tremendous opportunity to accelerate the company’s growth and help the brand achieve national scale, making these unique high-quality products available to pet parents across the country.”
L Catterton has significant experience investing in the pet care and pet food space, with current and past investments including Ainsworth (the parent company of the Nutrish brand), Nature’s Variety, Wellness Pet Food, Lily’s Kitchen, Inspired Pet Nutrition and PetVet Care Centers.
Other initial investment partners of “I and love and you” include Winona Capital Management, which provided the company a round of financing in 2014, and Revelry Brands, an investment group that has supported the company’s growth since the brand launched in 2012.