Natura Offers Innova Brand to Pet Store Chains

Natura Pet Products, a division of Procter & Gamble Co. in Cincinnati, has changed its policy to allow pet specialty chains to offer its Innova brand pet food and treats. Petsmart, which operates more than 1,187 stores throughout North America, has already signed on to carry Innova products.

Innova, as with all other Natura brands, has been exclusive to independent pet specialty retailers since its launch in 1993. Now the brand is also being made available to regional and national pet specialty retailers.