I and love and you buys Made by Nacho, adds Bobby Flay

“I and love and you” has acquired Made by Nacho, the premium cat food brand co-founded by Bobby Flay and Elly Truesdell, in a deal announced March 17, 2026. As part of the transaction, Flay is joining the combined company as chief culinary officer, investor, and board member. The companies said both brands will keep their existing identities, while the combined business will expand its reach across more than 30,000 retail locations, including mass, grocery, pet specialty, and e-commerce channels. (prnewswire.com)

Why it matters: For veterinary professionals, the move is another sign that premium pet nutrition, especially in cat food, is drawing more investment, brand consolidation, and mainstream distribution. Made by Nacho launched in 2021 as a cat-focused brand and had already been expanding its footprint through partners like Phillips Pet, while “I and love and you” brings broader scale in natural pet food. That combination could increase visibility for premium feline diets and intensify competition around ingredient quality, palatability, and omnichannel access for pet parents. (petfoodindustry.com)

What to watch: Watch for new cat and dog product launches tied to Flay’s culinary role, and for whether the combined company uses its larger retail footprint to push deeper into premium feline nutrition. (petfoodprocessing.net)