Unilever, the multinational consumer goods giant, has entered into an agreement to acquire US-based vitamin, mineral, and supplement company SmartyPants Vitamins.
Founded in 2011, SmartyPants Vitamins offers a range of supplements free from synthetic colour, artificial flavours, sweetener, and preservatives to support the wellbeing needs of children and adults, Unilever said. In particular, the company focuses on nutrients it says can be hard to get consistently from food, such as Omega 3, Vitamin D3 and Vitamin B12.
Peter Ter Kulve, president of health & wellbeing at Unilever, 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”.
Courtney Nichols Gould & Gordon Gould, co‐founders and co‐CEOs of SmartyPants Vitamins, added: “From the start, SmartyPants Vitamins has been about family, authenticity and a core commitment to our collective well‐being. We are excited to work with Unilever to grow the SmartyPants brand”.
Source: Unilever Press Release / SmartyPants Vitamins