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Mars Petcare to acquire fresh pet food brand Nom Nom

Mars is making a move into the direct-to-consumer market with the acqusition of US fresh pet food and home delivery brand Nom Nom.

Set to sit within the Royal Canin portfolio, Nom Nom will remain an autonomous brand, Mars Petcare has confirmed, with their own “brand positioning and strategies, preserving their entrepreneurial culture and agility while maximising synergies”.

The deal was achieved for an undisclosed sum, but it is another sign of Mars’ desire to dive deeper in the booming pet market.

“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 US-based Direct-to-Consumer fresh pet food company,” Mars Petcare said in a statement.

“We are confident that this acquisition will bring synergies to keep supporting their success in the fresh category while complementing our existing portfolio.”

Last year, Mars Petcare also snapped up direct-to-consumer cat litter company PrettyLitter, reportedly for less than ยข1bn.

Nom Nom offers sustainably sourced wet food, pre-portioned and delivered straight to consumers’ door in fully recyclable packaging. It has also set up its own adoption programme, along with aiming to create the “largest” library of pet microbiome.

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