Unilever to acquire SmartyPants Vitamins to expand wellness reach

Unilever has reached an agreement to acquire US‐based SmartyPants Vitamins to further enhance its health and wellness product portfolio.

Financial details of the deal have not been disclosed by the companies.

SmartyPants Vitamins co‐founders and co‐CEOs Courtney Nichols Gould and Gordon Gould said: “From the start, SmartyPants Vitamins has been about family, authenticity and a core commitment to our collective wellbeing. We are excited to work with Unilever to grow the SmartyPants brand.”

Unilever Health & Wellbeing president Peter Ter Kulve said: “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.”

Established in 2011, SmartyPants Vitamins is engaged in the production of vitamins and supplements to support the wellbeing needs of adults and children.

SmartyPants claims that all its products are developed using non‐GMO certified ingredients and sustainably sourced bio‐available nutrients.

Its products are said to be free from synthetic colours, artificial flavours, sweeteners, and preservatives.

SmartyPants Vitamins has also partnered with Vitamin Angels, a non‐profit organisation to supply life‐changing vitamins for mothers, expectant mothers, and children in need worldwide.

Completion of the deal is subject to regulatory approvals and customary closing conditions.

Earlier this month, Unilever set a target of €1bn ($1.18bn) in annual sales from plant-based meat and dairy alternatives over the next five to seven years.

The company aims to achieve this target by rolling out its The Vegetarian Butcher brand, as well as enhancing its vegan alternative portfolio through the Hellmann’s, Magnum and Wall’s brands.

The new target is part of Unilever’s ‘Future Foods’ initiative, which the company says will help people transition towards a healthy diet and minimise the environmental impact of the global food chain.