Purina Acquires Petfinder.com

Nestlé Purina PetCare has acquired Petfinder, an online pet adoption website, from Discovery Communications.

The acquisition—Nestlé's first major one of a digital property—will allow Nestlé Purina to broaden its support for pet welfare organizations and strengthen its role as a leading provider of online pet-related information.

Petfinder's audience is comprised of animal lovers and pet owners across the U.S., Canada and Mexico, and the website achieves more than 100 million visits each year. Purina aims to enrich and add value for the site's pet-loving visitors, while the online space offers the company a digital and mobile platform to engage with a growing group of highly involved pet consumers.

"Petfinder is the online leader in linking prospective adopters with adoptable pets, and a resource for pet owners' lifelong relationship with their pets," said Joe Sivewright, president of North American pet food at Purina.

"We value Petfinder's existing framework, which is fully aligned with our commitment to pet welfare organizations and our belief that pets and people are better together. We plan to strengthen that solid framework with our extensive nutritional expertise and vast knowledge of pet welfare."