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Hero Pet Brands Acquired

The company provides nutrition, grooming, waste pickup and cleanup.

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ST. LOUIS — Manna Pro Products, a St. Louis-based manufacturer and marketer of pet care and nutrition, has agreed to acquire Dallas-based Hero Pet Brands.

Financial terms of the deal were not disclosed.

Hero provides solutions to pet owner needs, including nutrition, grooming, waste pickup and cleanup.

“Hero Pet Brands has a leading product portfolio that perfectly complements our current offering and enables us to grow in scale in the thriving companion pet care and wellness category,” said John Howe, CEO of Manna Pro. “Our companies share a relentless focus on enriching the lives of pets and their families and we welcome their deep pet care expertise, brand building excellence and talented employee base.”

Hero brands include Vet’s Best and Natural Care (health and wellness); Bags on Board, Out! and Simple Solution (waste/pickup/diapers) and Buffalo Range Chews.

The acquisition also provides Manna Pro with new customer segments and retailer relationships, an enhanced research and development function and a stronger international footprint.

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This is the latest in a series of acquisitions by Manna Pro designed to expand its portfolio into canine and feline wellness, grooming, oral care and flea and tick solutions:

  • 2015: Nutri-Vet, a line of pet health and wellness supplements developed by vets and offering solutions within hip and joint, skin and coat, pain management, dental health, eye and ear, first aid and calming.
  • 2016: Espree, an industry-leading line of organic aloe-based pet grooming products used by over 10,000 groomers nationwide, as well as Star Horse Products, a line of flea and tick solutions.
  • 2018: VetScience and its Fruitables brand of CalorieSmart dog treats and food supplements focused on addressing pet obesity and formulated on a foundation of superfoods like pumpkin and sweet potato. Also, Response Products, makers of Cetyl-M brand, which offers an alternative solution to joint and hip function.

Manna Pro is owned by investment vehicles managed by Morgan Stanley Capital Partners, the middle-market-focused private equity business of Morgan Stanley Investment Management, which acquired it in December 2017.

Since launching in 2017, PETS+ has won 16 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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