General Mills scoops up Edgard & Cooper

The acquisition of the European pet food producer, the amount of which hasn’t been disclosed, is in line with General Mills’ strategy to prioritize core markets and its interest in “local gem” players. 

Jon Nudi, General Mills’ Group President of Pet and International, says the company looks forward to partnering with the Belgian company to advance its mission to “revolutionize” the premium, natural pet food segment. “Edgard & Cooper shares our commitment to quality, innovation and standing for good, making them a natural fit,” he adds.

The acquisition allows the American pet food producer to expand its global portfolio to include dry food, wet food, and treats for dogs and cats after witnessing negative performance in its recent earnings.

General Mills acquired Californian dog and cat supplement company Fera Pets in 2023.

Accelerated growth

Edgard & Cooper will function as a separate operating unit led by its 3 founders—Koen Bostoen, Louis Chalabi, and Jürgen Degrande—with its own dedicated localized commercial organization while reporting to General Mills’ Jon Nudi.

The European pet food manufacturer anticipates substantial advancement by leveraging General Mills’ “unparalleled” marketing and supply chain expertise.

“We expect to accelerate growth through a combination of Edgard & Cooper’s leading brand and omnichannel capabilities and General Mills’ marketing and supply chain expertise and for our customers to benefit from the combined companies’ ability to share best practices and resources in areas such as consumer insights, supply chain efficiency and innovation,” the founders note to GlobalPETS.

With headquarters in Kortrijk, West Flanders, the manufacturer hit €100 million ($106.6M) in sales in 2023 across its 13 markets. GlobalPETS learned that the firm forecasts continued growth this year.

Following a previous investment of $22 million (€20M) in 2020, Edgard & Cooper raised €20 million ($18.6M) last year to boost product innovation and increase its European footprint.