Infinitus Holdings, a mid market-focused private equity investment holding company, has acquired Promeal, South Africa’s second largest wet pet food manufacturer from Overberg Agri, an agricultural company based in the Western Cape. The firm, which has been in operation for 25 years, employs about 150 people. The financial terms of the buyout were not disclosed.
Promeal’s experienced management team, track record, strong brands and contract manufacturing capabilities were key criteria in Infinitus’s decision to invest. The deal is the second pet-related investment for Infinitus, joining Absolute Pets, a specialty pet retail business in the investment company’s portfolio of consumer assets, and giving Infinitus more exposure to the growing pet humanization trend. Continuing Promeal’s growth remains a key priority for the firm, which will be achieved through the expansion of current brands and the its contract manufacturing division. New product development also features in the firm’s plans, both in terms of its existing product range as well as adjacent categories such as pet snacks and supplements.
The transaction marks the third investment of the year for Infinitus, following the completion of its deal in Bridge Fund Managers and True Health Holdings. The firm’s investment strategy is to target high-growth mid-market businesses in South Africa across three sectors or investment pillars–Consumer, Industrial and Financial Services. Using a platform approach to accelerate growth and boost value creation, the businesses in each pillar are characterized by their scalability, sustainable competitive advantages and strong brands.
Shepstone and Wylie acted as Infinitus’s legal advisors for the deal. EY provided financial advisory services.