Happi Staff11.25.20
Are vitamins and supplements a smart bet? Unilever thinks so. The CPG giant has inked signed an agreement to acquire SmartyPants Vitamins, a US‐based vitamin, mineral and supplement company.
Terms of the accord were not released at press time.
Based in Los Angeles, SmartyPants Vitamins was founded in 2011 by Courtney Nichols Gould and Gordon Gould, who set out to create a comprehensive supplement made from premium ingredients to support the wellbeing needs of children and adults. The company works with non‐GMO certified ingredients and a range of sustainably sourced bio‐available nutrients. The product range is free from synthetic colors, artificial flavors, sweeteners and preservatives.
“SmartyPants Vitamins complements Unilever’s portfolio of brands—Horlicks, OLLY, Equilibra and Liquid I.V—in the functional nutrition and supplement segment. We are excited to work with co‐founders Courtney and Gordon and their team to grow their innovative and data driven business model,” noted Peter Ter Kulve, president of health and wellbeing at Unilever.
According to Fabian Garcia, president of Unilever North America, SmartyPants Vitamins “aligns strongly with our mission to improve the health and wellbeing of consumers and empower people to take charge of their health with solutions they can understand and trust.”
In the $2.1 billion multivitamin marketplace, SmartyPants multivitamins rose 31.4% in US multioutlets fior the 52 weeks ended July 12, 2020, according to data from IRI.
The acquisition is subject to regulatory approvals and customary closing conditions.
Terms of the accord were not released at press time.
Based in Los Angeles, SmartyPants Vitamins was founded in 2011 by Courtney Nichols Gould and Gordon Gould, who set out to create a comprehensive supplement made from premium ingredients to support the wellbeing needs of children and adults. The company works with non‐GMO certified ingredients and a range of sustainably sourced bio‐available nutrients. The product range is free from synthetic colors, artificial flavors, sweeteners and preservatives.
“SmartyPants Vitamins complements Unilever’s portfolio of brands—Horlicks, OLLY, Equilibra and Liquid I.V—in the functional nutrition and supplement segment. We are excited to work with co‐founders Courtney and Gordon and their team to grow their innovative and data driven business model,” noted Peter Ter Kulve, president of health and wellbeing at Unilever.
According to Fabian Garcia, president of Unilever North America, SmartyPants Vitamins “aligns strongly with our mission to improve the health and wellbeing of consumers and empower people to take charge of their health with solutions they can understand and trust.”
In the $2.1 billion multivitamin marketplace, SmartyPants multivitamins rose 31.4% in US multioutlets fior the 52 weeks ended July 12, 2020, according to data from IRI.
The acquisition is subject to regulatory approvals and customary closing conditions.
