The products of the Tennessee-based company will be added to the Mars Petcare portfolio keeping the same brand.
Royal Canin believes that the acquisition of the “fast-growing” D2C fresh pet food company will bring synergies to keep supporting the brand’s success in the dog and cat category while complementing the existing portfolio of the multinational.
Nom Nom will act as an independent brand within the Royal Canin division, with its own positioning strategies.
Although the terms of the deal haven’t been disclosed, Bloomberg reported that the acquisition is worth $1 billion (€800M).
Nom Nom was born in 2015 with the commitment to “improve the health of dogs and cats everywhere.” The company states that they work with the highest quality proteins and vegetables from trusted U.S. growers and suppliers.
In 2018, it invested $1.7 million (€1.5M) in a new production facility in Davison County (Tennessee) to serve East Coast customers better.
According to the Growjo database, NomNom’s estimated annual revenue is $29.1 million (€27.5M). But considering the estimated amount of the acquisition, their official revenue is likely much higher.
