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General Mills acquires Belgium pet food brand
This serves as part of General Mill’s strategy to prioritise its core markets, global platforms and ‘local gem’ brands to drive sustainable, profitable growth and higher shareholder returns over the long term.
Established in 2016, Edgard & Cooper is among the fastest-growing independent pet food companies in Europe, with last year’s sales estimated to have exceeded €100 million across 13 markets.
The brand boasts omnichannel distribution capabilities and is focused on natural ingredients, with sustainability at its heart.
This acquisition follows General Mill’s purchase of fellow US pet food brand Blue Buffalo in 2018, and Tyson Food’s Pet Treats business in 2021. According to General Mills, the latter move made Blue Buffalo the leading natural treats brand in the US.
It will also join other household brands such as Nature Valley, Old El Paso and Häagen-Dazs, which all sit under the General Mills umbrella.
“Edgard & Cooper is at the intersection of our Accelerate strategy's core markets and global platforms," commented Jon Nudi, group president for the pet division – international and North America foodservice at General Mills. "We’re thrilled to welcome the Edgard & Cooper team to the General Mills family, and we look forward to partnering together to advance their mission to revolutionize premium, natural pet food.”
Headquartered in Kortrijk, Belgium, Edgard & Cooper will be a separate operating unit led by its three founders, Koen Bostoen, Louis Chalabi and Jürgen Degrande, with its financial results consolidated into General Mills’ International segment.
Koen Bostoen, founder of Edgard & Cooper said the team is excited to join General Mills and continue its journey to make “better dog and cat food with real ingredients”.
He added: “Combining our brand’s natural positioning and commercial capabilities with General Mills’ marketing and supply chain expertise, we’re ready to accelerate Edgard & Cooper’s growth.”
