ST. CHARLES, MO. — Mars Petcare has acquired Nom Nom Now, a direct-to-consumer fresh pet food brand based in Nashville, Tenn., and will integrate the brand within its Royal Canin division, according to a Royal Canin representative. Financial terms of the acquisition have not been disclosed.

Similar to the Royal Canin and Eukanuba brands, Nom Nom Now will operate autonomously within Royal Canin. The fresh pet food company will retain its own brand strategies and positioning while leveraging synergies from Royal Canin brands.

“Nom Nom is a science forward technology company improving the lives of pets through fresh food for cats and dogs,” a Royal Canin representative stated. “We are confident that this acquisition will bring synergies to keep supporting their success in the fresh category while complementing our existing portfolio.”

Nom Nom Now offers four varieties of fresh dog food — Beef Mash, Chicken Cuisine, Pork Potluck and Turkey Fare — and one fresh recipe for cats: Chicken Cuisine. The company also offers two jerky-style treats suitable for dogs and cats, featuring USDA-certified beef and chicken proteins.

The company also sells two probiotic supplements for dogs and one for cats, each of which targets digestive health and immunity, and a Microbiome Testing Kit for dogs and cats to help owners understand their pets’ gut health and nutritional implications.

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