Fera Pets joins General Mills
General Mills’ scale will unlock new opportunities for us by leveraging the company’s brand building excellence, omnichannel expertise and advantaged capabilities. Fera Pets, Inc. will remain founder-led, running our day-to-day operations while being provided access to talent and expertise designed to fuel our growth.
Our values remain the same with a commitment to quality and transparency. We will continue to personally craft each formula with a focus on innovative ingredients to help keep your pets wild at heart and running free for as long as possible. Through this partnership, we hope to create a lasting household brand that will further our mission to create better lives for pets and their families everywhere.
We are truly excited for what is to come. Thank you for your support throughout our journey. Please reach out with any questions. We are here for you."
Co-Founders of Fera Pets, Inc.
General Mills announced the acquisition of Fera Pets, Inc., a vet-founded pet supplement company, bringing new health-focused offerings to General Mills’ pet portfolio. This represents General Mills’ first step into the pet supplement category and first acquisition by its newly launched growth equity fund.
Businesses engaged via the growth equity fund will continue to be founder-led and will operate independently, unintegrated from General Mills’ core systems and processes. Fera founders and their management teams will continue to run day-to-day operations. Governance of the brand willreside in Gold Medal Ventures.
Pet macro-trends: As the pet food trend toward humanization continues, pet parents are increasingly demanding healthful products they can trust. With the acquisition of Fera Pets,
Inc., General Mills will help bring more high-quality products to our pet portfolio that create better lives for pets and their families.
Passionate co-founders: The company was founded in 2016 by long-time friends-turned-entrepreneurs Dr. Michelle Dulake, a veterinarian, and Emily Hsu, an ecommerce professional. The brand was born as its founders recognized a lack of transparency in the pet supplement category and gap in the market for evidence-based supplements for pet patients.
Parental advantages: General Mills’ scale will unlock new opportunities for Fera Pets, Inc. by leveraging the company’s brand building excellence, omnichannel expertise and advantaged capabilities. The brand will remain founder-led and independently operated while being provided access to talent and expertise designed to fuel its growth.
Unlike other acquisitions, Fera Pets, Inc. will remain founder-led and independently operated, unintegrated from General Mills’ systems and processes. The growth equity fund will provide support to scale the business and accelerate its growth, and if the size, business model, synergy and/or value equation is right, some portfolio companies will graduate and move into General Mills’ existing operating units.