Merging wellness with nutrition: Unilever expands supplements portfolio with SmartyPants Vitamins acquisition

27 Nov 2020 --- Unilever has agreed to acquire SmartyPants Vitamins, a US-based supplement company. Terms of the deal have not been disclosed and the acquisition is subject to regulatory approvals and customary closing conditions.

SmartyPants works with non‐GMO certified ingredients and a range of sustainably sourced bio‐available nutrients. Their product range is free from synthetic colors, artificial flavors, sweeteners and preservatives.

“The health and wellness segment is a fast-growing space, in which we are seeing a natural overlap emerging between wellness and nutrition,” a Unilever spokesperson tells NutritionInsight.

Smartypants offerings across age groups
Smartypants’ range of supplements includes prebiotic and probiotics to help promote a balance of good bacteria in young children’s microbiomes.

SmartyPants works with non‐GMO certified ingredients and a range of sustainably sourced bio‐available nutrients.For instance, the company’s Beta-Glucan M-Gard prebiotic for children promotes the growth of bacteria and is clinically proven to enhance the immune system. “Our probiotic has greater than 95 percent survivability in the gut to support healthy gut function and digestive health,” the company details.

Smartypants’ Adult Formula range offers vitamins and essential nutrients like omega 3 EPA and DHA essential fatty acids, vitamin D3 for immunity, vitamin K for bone health, vitamin B12 for energy and vitamin E for antioxidants.

Meanwhile, the company’s new certified-vegan PhD Prenatal Formula includes ingredients that support normal early development in fetuses and brain, heart, immune and digestive health for expecting mothers. In addition, this mixture includes a Spectra Whole Food Antioxidant Blend to help boost the body’s response to free radicals.

SmartyPants Vitamins currently also has a partnership with non‐profit organization, Vitamin Angels, to provide vitamins for mothers, expectant mothers and children in need, worldwide.

Complementing Unilever’s existing portfolio
“SmartyPants Vitamins complements Unilever’s portfolio of brands (Horlicks, OLLY, Equilibra and Liquid IV) in the functional nutrition and supplement segment,” says Peter Ter Kulve, President of Health & Wellbeing at Unilever.

Announced last September, Unilever’s acquisition of Liquid IV comprises electrolyte drink mixes that utilize Cellular Transport Technology (CTT) to enhance the rapid absorption of water and other key nutrients into the bloodstream.

Meanwhile, GlaxoSmithKline completed its divestment of its consumer healthcare nutrition products and malted milk hot beverage powder Horlicks in India to Unilever last April. It resulted in cash proceeds equivalent to £397 million (US$492.5 million), making for an EBITA of £114.5 million (US$142.0 million).

Edited by Benjamin Ferrer