Compana Pet Brands Rebrands to Reflect Evolution Beyond Legacy Manna Pro Label

The pet care industry is experiencing unprecedented growth, with 90.5 million U.S. households—70% of all homes—now owning pets. Among these, 57.5 million maintain multiple pets, while 25.7 million households have species beyond dogs and cats. This expanding market landscape prompted Compana Pet Brands (formerly Manna Pro Products) to unveil a bold corporate rebrand that captures its transformation into a diversified pet wellness powerhouse.

Strategic Rebrand Signals Market Shift

The new Compana Pet Brands identity marks more than a name change—it represents a fundamental shift in how the company positions itself in the animal care space. Rather than anchoring the portfolio to a single flagship product, the rebrand acknowledges the company’s organic expansion and aggressive acquisition strategy that has reshaped the business over the past five years.

The updated Compana Pet Brands logo was conceived as a visual manifesto, with a “Crest” design featuring multiple pet silhouettes interlocked in a unified arrangement. This imagery communicates the company’s core philosophy: providing integrated care solutions across diverse species. The organic shapes and natural color palette further reinforce Compana’s commitment to responsible sourcing and sustainable practices.

Acquisition-Driven Growth Engine

Acquisitions have become central to Compana’s expansion playbook, accounting for nearly half of the company’s overall growth. The organization has successfully integrated 15 brands over five years, expanding its workforce to approximately 700 employees globally. This rapid scaling hasn’t compromised operational agility—leadership credits a collaborative culture and transparent decision-making framework for maintaining a “small company feel” despite corporate growth.

Recent acquisition targets reveal a deliberate strategy: premium wellness brands including Nutri-Vet, Vet’s Best, and Natural Care; superfood-focused treat brands like Fruitables; grooming specialists such as Espree; and direct-to-consumer wellness leaders including Doggie Dailies and Dinovite. The acquisition of Oxbow Animal Health solidified Compana’s position as the largest manufacturer in the small animal food category, while Bullymake strengthened offerings for power-chewing dogs.

Balanced Portfolio Spanning All Pet Categories

Today’s Compana portfolio reflects deliberate diversification: approximately 50% of revenue derives from dog and cat products, while the remainder covers small animals, backyard poultry, indoor birds, and equine nutrition. This architectural balance positions the company as virtually the only competitor addressing the full spectrum of pet ownership demographics.

CEO John Howe emphasizes this differentiation: “No other pet company serves the broad spectrum of pets in the way that Compana does.” This positioning gains relevance as pet humanization trends accelerate and consumers increasingly seek premiumized products across all species categories.

Mission and Community Impact

Compana’s stated mission—“nurture what you love”—extends beyond commerce into environmental stewardship. The company has committed to responsible supplier relationships, eco-friendly packaging innovations, greener manufacturing operations, and community engagement initiatives. These efforts align with broader consumer expectations that pet care brands demonstrate social and environmental responsibility.

Company Overview and Ownership

With operations spanning St. Louis headquarters and global markets, Compana manufactures and distributes over 20 household brands across multiple pet categories. The company traces its heritage to 1842, establishing deep roots in animal nutrition and care. Carlyle, the global investment firm managing $301 billion in assets, holds ownership stakes and provides strategic guidance for international expansion and acquisitions. More information is available at companapetbrands.com.