NEWS 80 FEED & ADDITIVE MAGAZINE March 2022 L Catterton invests in Enova, owner of pet food brand Pure & Natural L Catterton, the largest global consumer-focused private equity firm, announced that it has invested in Shanghai Enova Pet Products (“Enova”), the owner of Pure & Natural, a leading domestic premium pet food brand in China. This marks L Catterton’s foray into China’s pet food market, leveraging the firm’s global experience in the sector and capabilities in building enduring brands. The investment comes amid the rapid growth of China’s pet food market, which has expanded considerably over the past five years. With pet owners increasingly seeking higher quality, more nutritious food for their pets, the premium segment is experiencing the fastest growth and is expected to more than triple over the next five years. Pure & Natural is now the top domestic premium dog food brand in China and has helped fuel Enova’s sales growth over the past five years. The brand’s range of dog food is known for having a balanced nutritional profile and enjoys best-in-class conversion as well as repurchase rates, with significant customer loyalty. While relatively young, Enova’s cat food business is fast growing, and its newly launched Inne series under the Pure & Natural brand has received strong consumer feedback in recognition of the series’ palatability and science-based formula. Enova is vertically integrated, with a robust supply chain and an extensive presence across offline and online channels in China. The company has established strong relationships with strategic distribution and retail partners over the years, enabling it to access numerous points of sale including specialty stores and pet hospitals across the country. L Catterton has significant experience investing globally in the pet food space. Current and past investments in this space include Ainsworth Pet Nutrition, Butternut Box, Canidae, Inspired Pet Nutrition, JustFoodForDogs, Lily’s Kitchen, Nature’s Variety, Petlove, and Wellness Pet Food Company. Private equity firm L Catterton has invested in Shanghai Enova Pet Products, the owner of leading Chinese premium pet food brand Pure & Natural. Nanolike signs first rollout of several hundred connected feed bin sensors in Canada Based on its numerous successes in Europe, Nanolike announced that it has reached a strategic milestone in the international deployment of its IoT solution to connect feed bins with the signature of a first large-scale deployment in Canada. This new partnership aims to streamline and innovate the feed supply chain management for one of Ontario's leading feed manufacturers: Molesworth Farm Supply Ltd (MFS). Benefiting from a disruptive innovation and a strong knowledge of the challenges faced by the farming industry, Nanolike continues to grow and Nanolike announced that it has speeded up its growth and has signed a first rollout of several hundred connected feed bin sensors in Canada with Molesworth Farm Supply Ltd (MFS).
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