Nestle Purina PetCare Co. said Wednesday that it is buying pet adoption website Petfinder from Discovery Communications LLC.
The deal is Nestle Purina PetCare's first major digital acquisition, and the company said it will broaden its support for pet welfare organizations and strengthen its role as provider of pet-related information online.
The financial terms of the deal were not disclosed. It should be completed in July.
Petfinder connects prospective pet owners with adoptable pets from shelters and rescue groups across North America. It has more than 100 million site visits each year, according to Nestle Purina. The website has led to more than 22 million adoptions since it was created in 1996.
Nestle Purina plans to build on to the site, with information about nutrition and pet welfare.