General Mills eyes Chinese expansion as it beefs up pet portfolio
The firm plans to roll out pet food brand Blue Buffalo more broadly in the Asian market.
Pet food manufacturer General Mills is pushing its pet products in China with plans to expand its portfolio further. While the expansion timeline is unclear, the company has long said it’s looking to boost sales in the country.
Asia’s pet food industry is growing quickly as pet ownership continues to increase among the region’s massive population. The market’s size and potential are drawing Western companies like General Mills into the country.
The global food and manufacturing company first began sales in China in the 1990s, but pet food has been a recent addition to its Chinese portfolio as General Mills first started selling pet food in the country in 2021.
Any expansion in the market will face growing competition, as the country’s capacity for domestic pet food production has increased in recent years.
New offerings
According to China Daily, the Minnesota-based manufacturer had a strong presence at this year’s China International Import Expo in Shanghai.
The Chinese newspaper says that the company brought in a new selection of dog food products, including Baby Blue, its puppy food specialty offering. According to the report, True Solutions Blissful Belly, a specialty pet food designed to maintain stool quality, was also present.
It’s unclear how widespread any future rollout of these products will be.
Adding to its portfolio
General Mills has recently focused on its pet food portfolio, as the sector has seen declining sales in recent months.
In its latest earnings release, the pet food manufacturer also noted that organic net sales were down 3%, driven primarily by declines in China.
To expand its selection of pet food brands, the company recently bought Tiki Pets and Cloud Star’s pet food brands, which are known for their high-quality treats, dry food and wet food. Together, the two brands generate $24 billion (€22.7B) in revenue.
However, it’s not clear whether these two newly acquired brands will see a Chinese expansion anytime soon.
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