Mars Petcare Buys Pet Food Brand Nom Nom, Adds to Royal Canin Division

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Consumer products giant Mars Inc. has agreed to acquire direct-to-consumer pet-food brand Nom Nom in a push to snap up pet-related assets, according to a Bloomberg News report. The report noted that Mars bought direct-to-consumer cat litter company PrettyLitter Inc. last year in a deal worth less than $1 billion.

Financial terms of the agreement were not disclosed; however, the headline of the Bloomberg News report was “Mars to Buy Pet-Food Brand Nom Nom in $1 Billion Deal.”

That headline has since been replaced with one that removed any reference to “$1 Billion Deal” although it still appears in the website URL.

The Nashville, Tennessee-based Nom Nom will be an autonomous brand within Mars’s Royal Canin division, according to a statement that Pet Age received from Mars Petcare. The full statement is as follows:

“Mars Petcare is focused on delivering its Purpose: A BETTER WORLD FOR PETS. That’s why we are pleased to welcome a new member to our Royal Canin division: NomNomNow (Nom Nom), a fast-growing U.S.-based Direct-to-Consumer (D2C) fresh pet food company.

Nom Nom is a science forward, technology company improving the lives of pets through fresh food for cats and dogs. We are confident that this acquisition will bring synergies to keep supporting their success in the fresh category while complementing our existing portfolio.

Nom Nom will be an autonomous brand within the Royal Canin division, similar to ROYAL CANIN and EUKANUBA, with their own brand positioning and strategies, preserving their entrepreneurial culture and agility while maximizing synergies.”