Kibbles 'n Bits

Kibbles 'n Bits is a brand name of dog food currently owned by Post Consumer Brands after being acquired from The J.M. Smucker Company in 2023.[1]

Kibbles 'n Bits
Product typeDog food
OwnerPost Consumer Brands
Produced byBig Heart Pet Brands
CountryU.S.
Introduced1981 (1981)
Previous owners
Websitekibblesnbits.com

The brand was originally created in 1981 as the first dual textured dog food, having soft chewy pieces as well as hard crunchy ones. It was developed by Quaker Oats as part of their Ken'l Ration brand. In 1985, more bits ingredients were added to the dog food and the brand was renamed "Kibbles 'n Bits 'n Bits 'n Bits." Their advertising feature a bulldog named Spike that would say "I want my Kibble and Bits." The addition of more bits and it popular creative ads increased it sales by double its sales estimates. The Lawrence KS plant that manufactured the product was also recognized for its "Go for the Gold" group incentive plan.

In 1995, Kibbles 'n Bits was acquired by the H.J. Heinz Company, which in turn sold their pet food division to Del Monte Foods later on.[2] It is currently the fifth largest dry dog food brand in the United States. The Lawrence, Kansas plant produces around 1.7 million pounds a day, 9.9 million pounds a week and around 497 million pounds of Kibbles 'n Bits dog food a year. Kibbles 'n Bits was acquired by The J.M. Smucker Company, after its parent company division, Big Heart Pet Brands,[3] was acquired in 2015.[4][5]

Kibbles 'n Bits was among several brands recalled in February 2018 due to FDA findings of sodium pentobarbital, a drug used in euthanasia.[3]

References
  1. "EX-99.1". www.sec.gov. Retrieved 2023-05-16.
  2. Kusek, Kathleen (March 26, 2015). "Heinz And Kraft To Marry". Forbes. Retrieved June 6, 2018.
  3. Hugo, Kristin (February 19, 2018). "Dog Food Recall: FDA Finds Deadly Pet Euthanasia in Several Common Brands". Newsweek. Retrieved June 6, 2018.
  4. Mackinnon, Jim (2015-02-03). "J.M. Smucker adds major pet food brands in 'transformational' $5.8 billion purchase". Akron Beacon Journal. Retrieved 2015-02-04.
  5. J.M. Smucker acquires Big Heart Pet Brands (Meow Mix, Milk Bones, Kibbles 'n Bits, 9Lives) in a $6 billion deal on Cleveland.com, 24 Mar 2015

Kibbles 'n Bits purchased by Post Holdings April 2023

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