General Mills to buy Whitebridge Pet Brands for $1.45bn

General Mills said on Thursday that it has agreed to buy Whitebridge Pet Brands’ North American premium cat feeding and pet treating business for $1.45bn.

The business, which is being bought from private investment firm NXMH, includes the Tiki Pets and Cloud Star portfolio of brands.

General Mills said it’s a "growth leader" in the cat feeding and pet treating segments, which collectively make up $24bn in retail sales within the broader $52bn US pet food category.

Jon Nudi, group president, North America Pet, International, and North America Foodservice, at General Mills, said: "Acquiring the Tiki Pets and Cloud Star portfolio strengthens our commitment in the Pet space.

"These brands complement our Blue Buffalo portfolio and will help us incrementally grow in Cat feeding and Treats. We’re excited to welcome the North American Whitebridge team to General Mills and to provide pet parents with an expanding portfolio of brands to feed and treat their pets like family."

The deal is expected to close in the third quarter of 2025.