ST. LOUIS — Manna Pro Products announced Sept. 10 it has acquired Dinovite, Inc., an e-commerce platform selling premium supplements and other wellness products for dogs and cats.
Family-owned Dinovite has been in business for 20 years and adds to Manna Pro’s growing portfolio of pet companies that operate online. In December 2020, the company acquired Bullymake, a direct-to-consumer retailer providing subscription-based boxes of long-lasting dog chews and treats, and in April it acquired ZuPreem.
According to the company, Manna Pro has grown online market share of its owned brands by three-times the category rate so far in 2021 according to Nielsen data.
“Dinovite is a strong brand in the direct-to-consumer channel, and its category-leading customer service and commitment to happy, healthy lives for pets aligns with Manna Pro’s mission of Nurturing Life,” said John Howe, chief executive officer of Manna Pro. “Over the last 20 years, Dinovite has built an incredibly loyal base of pet parents who have come to trust the brand’s unique supplement blends that combine the highest quality ingredients with a 100% money back guarantee.”
Dinovite’s hallmark product is its Dinovite whole food nutritional supplements for dogs, cats and horses. The supplements are formulated with vitamins, minerals and digestive enzymes to support total health and wellness, including immune system, skin and coat, and joint health.
The company also sells treats, chews, dog bones, toys, meal toppers, grooming products and other supplies for dogs, cats and horses.
“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.”
Ed and Cindy Lukacevic, founders and owners of Dinovite, added, “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.”
Manna Pro Products is managed by Carlyle, a global investment firm, which acquired the company in November 2020.
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