Procter & Gamble Purchases Evo, Innova

It was nice knowing ya, Evo.

“Mega-corp” Procter & Gamble announced it’s acquiring Natura Pet Products, the privately-held premium pet food company whose product line includes Innova, Evo, California Natural, Healthwise, Mother Nature, and Karma pet foods.

It’ll be interesting to see how customers of these brands, popular to many because of the types and quality of their ingredients, will react in the long term to the change.

Procter & Gamble also own brands such as Iams and Eukanuba, which are sold in chain pet stores such as Petco and PetSmart. It wouldn’t exactly be a shock to see the Evo and Innova brands showing up in the chains soon enough.

Will P & G compromise the quality these brands are known for in order to further cash in on the pet food industry?

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