Friday, May 7, 2010

Procter & Gamble purchases Natura -- Bye, Innova and Evo!

Procter and Gamble has purchsaed Natura Pet Products, which sells the premium dog food brands Innova and Evo. Innova has been a privately held company based in Davis, CA. Procter and Gamble also sells California Natural and Karma, among other brands.
Procter and Gamble has a very spotty record when it comes to putting the health of its customer pets over its bank account. A few years ago, Proctor and Gamble lowered the recommended feeding guidelines for its Iams and Eukanuba brands in order to claim its products were cheaper to feed. Pet owners and a competing manufacturer sued Procter and Gamble. According to the Dog Food Report, "The suit claims that Iams misled consumers by lowering the portion sizes. It also refers to five independent studies testing Iams feeding instructions and statements made by the company. In all five studies, the humane officer terminated the study because of 'significant weight loss suffered by the dogs following Iams' feeding instructions.'"

Visit the Washington Post to read more about what Proctor and Gamble did with Iams and Eukanuba after purchasing those brands.

Another nationwide class action suit against the company filed in 2007 claimed that Proctor and Gamble and other dog food companies misled customers about the quality of its dog food, stating, "Millions of euthanized cats and dogs are 'rendered' and ultimately made into pet food. Drugs used in the euthanasia process have been detected in pet food because the drugs are not destroyed by heat." You can download the complaint via our Google Docs account.


  1. Guess I'll be switching from EVO soon.

  2. That will make cats and dogs eating these food cannibals! I hope Proctor and Gamble will not do this to humans. Oh well we deserve to learn about the outcome of this case.

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