Mars and Procter & Gamble announced that Mars has agreed to buy the Iams, Eukanuba and Natura brands for $2.9 billion in cash. The purchase is part of a strategic move for Mars to complement its burgeoning global petcare business.
A number of Supervalu banners on Friday announced that select locations will host Iams Home 4 the Holidays initiative on Nov. 2 and 3. As part of the events, neighborhood shelters will introduce shoppers to deserving puppies, kittens, dogs and cats that are up for adoption.
Celebrating the recent debut of its Senior Plus line, Iams is launching a contest on Facebook called "Play Young, Stay Young," which encourages pet parents to celebrate their pets that are ages 11 years and older.
Procter & Gamble’s Iams brand expanded its Iams Naturals line with two new recipes: Sensitive Naturals and Simple & Natural. These new products join Iams Healthy Naturals, launched in 2007, which offers four recipes for dogs and three for cats.