RCL Foods Announces R695 Million Acquisition of Bob Martin to Drive Pet Care Market Expansion

RCL Foods expands into wet pet food and treats through a R695 million acquisition of Martin & Martin, owners of Husky, Pamper, and Beeno.

By: AXL Media

Published: Apr 6, 2026, 8:20 AM EDT

Source: Information for this report was sourced from BusinessTech

Strategic Move Into Wet Pet Food and Treats

South African food manufacturing giant RCL Foods has entered into a binding agreement to acquire Martin & Martin (trading as Bob Martin) for R695 million. This acquisition marks a significant strategic pivot for RCL Foods, which currently dominates the dry pet food sector with brands like Bobtail, Canine Cuisine, and Dogmor. By absorbing the Martin & Martin portfolio, RCL will gain an immediate and substantial foothold in the wet food, biscuits, and specialty pet care categories, effectively diversifying its revenue streams within the broader pet care industry.

Capitalizing on the "Humanization of Pets"

RCL Foods CEO Paul Cruickshank highlighted that the pet food sector represents an alluring growth opportunity driven by shifting consumer behaviors. The "humanization of pets" trend—where owners view pets as family members and invest more in their health and longevity—has accelerated demand for premium treats and high-quality wet food. Martin & Martin, a company with a history dating back to 1892, is well-positioned to meet this demand with household names such as Husky, Pamper, Beeno, and the core Bob Martin healthcare range.

Financial Performance and Transaction Specifics

The R695 million sale was agreed upon with the privately held Simrose Overseas group, the current owners of Martin & Martin. Financial disclosures indicate that Martin & Martin recorded adjusted earnings (EBITDA) of R90.2 million for the 2024 financial year. The deal remains subject to standard closing conditions, most notably approval from South African Competition Authorities. Once finalized, the integration is expected to yield strong synergies, combining RCL's extensive central business resources with Martin & Martin’s specialized manufacturing expertise.