Manna Pro acquires e-commerce pet brand Dinovite
Since being acquired by the Carlyle Group, Manna Pro has been expanding its presence in the pet industry, especially with on online focus.
Dinovite is a 20-year-old family-owned and operated online pet brand that offers premium whole food supplements and wellness products for dogs and cats.
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.
“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.