Manna Pro Products Acquires Dinovite, Continues Category Leadership Expansion

Dinovite is a highly trusted and recognizable brand offering a range of whole food supplements that help solve the most common pet problems and support overall pet wellness


Manna Pro® Products, a St. Louis-based manufacturer and marketer of pet care and nutrition products, has agreed to acquire Dinovite, Inc., a 20-year-old family-owned and operated online pet brand that offers premium whole food supplements and wellness products for dogs and cats.

“Dinovite is a strong brand in the direct-to-consumer channel, and its category-leading customer servicei and commitment to happy, healthy lives for pets aligns with Manna Pro's mission of Nurturing Life,” said John Howe, CEO, Manna Pro. “Over the last 20 years, Dinovite has built an incredibly loyal base of pet parents who have come to trust the brand's unique supplement blends that combine the highest quality ingredients with a 100% money back guarantee.”

“We are excited to join Manna Pro’s portfolio of outstanding brands and have been impressed with their strategy to expand their reach through direct-to-consumer businesses. Their help and resources will enable us to continue to be able to offer the best products to our customers while expanding our catalog to include several of Manna Pro’s brands.”

J.B. Kropp, President of Dinovite

“The heritage and culture of Manna Pro and their commitment to our brands, employees and location made them the right choice for continuing to grow the business that has been our passion for the past 20 years,” said Ed Lukacevic and Cindy Lukacevic, Dinovite founders and owners.


Manna Pro is owned by funds managed by global investment firm Carlyle.


About Manna Pro

Manna Pro is a recognized leader in the care and nurturing of pets, with roots going back to 1842 and long-established brands in companion pet, backyard chicken, equine, and small animal categories. For more information visit Manna Pro's website.


For more information on Dinovite, visit their website.


[1] Davies + Co survey among supplement buyers, 2021

[1] Nielsen L26wks thru July 21, 2021: Growth vs YAG - Category +9%, Manna Pro +31%