[2] Procter & Gamble (P&G) announced in April 2014 that it would sell its Eukanuba, Iams and Natura pet food brands in all markets except Europe to Mars, Incorporated for $2.9 billion in cash, arguing the deal would allow it to lose a slow performer and generate cash to grow core businesses.

Mars, Inc. also exercised options to acquire P&G's pet food business in some parts of Asia Pacific, Middle East and Africa, including Australia, Japan and Singapore.

Iams chose to name this new formula "Eukanuba", a term originated by jazz era personality Hoagy Carmichael, meaning "the tops" or "something supreme".

[9] Most of the ingredients come from the United States, but a limited amount of nutritional supplements are imported from countries such as China.

The initial Royal Canin presence included Jerry O'Connell as a celebrity commentator, and a grand prize of $50,000 for the winning dog.