Manna Pro Products, a St. Louis-based manufacturer and marketer of pet care and nutrition products, has agreed to acquire Dinovite, Inc., 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 three times the category rate.
“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, CEO 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.”