USA: P&G acquires digestive health brand Wonderbelly

Procter & Gamble (P&G), the US consumer goods giant, has acquired the ‘clean’ digestive wellness brand Wonderbelly for an undisclosed sum, marking a strategic expansion of its Personal Health Care (PHC) portfolio.

Founded in Austin (TX) in 2021, Wonderbelly markets a range of over-the-counter (OTC) medicines including antacids and anti-bloat formulas. The brand distinguishes itself with ‘free-from’ formulations that exclude artificial dyes, talc, titanium dioxide, and artificial sweeteners, utilizing recyclable packaging to appeal to younger, ingredient-conscious consumers. Its products, which include flavours such as Strawberry Milkshake and Mango Smoothie, are currently sold through major retailers including Target, CVS and Walmart.

Phil McWaters, SVP of P&G Personal Health Care, commented: “Bringing Wonderbelly into the PHC digestive wellness portfolio complements our existing brands, helping us to meet the needs and preferences of an even wider range of consumers. Wonderbelly’s innovative approach, coupled with P&G’s deep expertise in innovation, go-to-market strategies, and supply chain, creates a significant opportunity to accelerate the brand’s growth”.

The brand will join P&G’s Personal Health Care division, sitting alongside established names such as Pepto-Bismol, Metamucil and Prilosec OTC.

Lucas Kraft, co-founder of Wonderbelly, added: “We are elated for Wonderbelly to be part of the P&G family and can’t wait to see how they accelerate the vision… By joining P&G, Wonderbelly is gaining the ability to do more of what we set out to do: Help even more folks with their stomach issues”.

Source: P&G