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BrightPet Buys Treat Manufacturer




It’s a family-owned company based in Wisconsin.

PHILADELPHIA – BrightPet Nutrition Group LLC, a developer and manufacturer of pet foods, has acquired a pet-treat maker.

The company, part of the portfolio of private investment firm Graham Partners, now owns “substantially all of the assets” of Phoebe Products LLC, including the SO Bright brand, according to a press release.

Financial terms of the deal were not disclosed.


Located in Kiel, WI, Phoebe is a family-owned manufacturer of premium and super-premium pet treats, the release explains.

“Phoebe has been one of its industry’s pioneers in offering functional, high meat content, all natural, organic, baked and freeze-dried treats,” according to the release. “Graham Partners targeted the acquisition over a year ago and worked with the former family owner-operator on a proprietary basis to close the transaction. The acquisition underscores BrightPet’s commitment to offer innovative premium and super-premium products to the pet category.”

Joe Heinmiller, Managing Principal at Graham Partners, says, “Phoebe adds a highly complementary business to the BrightPet platform in one of the fastest growing segments of the market. Product line expansion into baked and freeze-dried treats increases BrightPet’s differentiation and provides additional levers to grow the platform. Moreover, there are multiple cross-selling opportunities between the two companies. We look forward to leveraging our expertise to integrate Phoebe and realize the potential of this combination.”



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