Manna Pro® Products, a St. Louis-based manufacturer and marketer of pet care and nutrition products, has agreed to acquire Dinovite, Inc., a 20-year-old family-owned and operated online pet brand that offers premium whole food supplements and wellness products for dogs and cats.
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Manna Pro® Products has agreed to acquire Dinovite, Inc., a 20-year-old family-owned and operated online pet brand that offers premium whole food supplements and wellness products for dogs and cats. (Photo: Business Wire)
“Dinovite is a strong brand in the direct-to-consumer channel, and its category-leading customer servicei and commitment to happy, healthy lives for pets aligns with Manna Pro’s mission of Nurturing Life,” said John Howe, CEO, Manna Pro. “Over the last 20 years, Dinovite has built an incredibly loyal base of pet parents who have come to trust the brand’s unique supplement blends that combine the highest quality ingredients with a 100% money back guarantee.”
The acquisition of Dinovite follows several successful Manna Pro acquisitions of online-focused brands in the past year and signals the company’s omnichannel transformation and acceleration. Pet has been one of the fastest-growing categories online, with pet ownership and engagement accelerating during the pandemic and maintaining growth in 2021. Manna Pro has capitalized on this trend, growing online market share across its major categories and in 2021 growing 3x the category rate.ii
“We are excited to join Manna Pro’s portfolio of outstanding brands and have been impressed with their strategy to expand their reach through direct-to-consumer businesses,” said J.B. Kropp, President of Dinovite. “Their help and resources will enable us to continue to be able to offer the best products to our customers while expanding our catalog to include several of Manna Pro’s brands.”
“The heritage and culture of Manna Pro and their commitment to our brands, employees and location made them the right choice for continuing to grow the business that has been our passion for the past 20 years,” said Ed Lukacevic and Cindy Lukacevic, Dinovite founders and owners.
Manna Pro is owned by funds managed by global investment firm Carlyle.
About Manna Pro
Manna Pro is a recognized leader in the care and nurturing of pets, with roots going back to 1842 and long-established brands in companion pet, backyard chicken, equine, and small animal categories. For more information visit www.mannapro.com.
For more information on Dinovite, visit www.dinovite.com.
i Davies + Co survey among supplement buyers, 2021
ii Nielsen L26wks thru July 21, 2021: Growth vs YAG – Category +9%, Manna Pro +31%
O’Malley Hansen Communications