Unilever taps into holistic wellness with Onnit acquisition

27 Apr 2021 --- Unilever has signed an agreement to acquire Onnit, a holistic wellness and lifestyle company based in Texas, US. Terms of the deal have not been disclosed and the acquisition is subject to regulatory approvals and customary closing conditions. 

Onnit was founded in 2010 by Aubrey Marcus, who set out to inspire a journey towards “total human optimization” – a 360-degree philosophy to achieve optimal health and well-being through physical fitness, mental performance and emotional wellness.

Onnit’s supplements are made with scientifically proven and high-quality ingredients to improve cognitive function, mood and relaxation, gut health and immunity support. 

The range includes Onnit’s hero product, Alpha Brain, a nootropic for better memory, focus and mental processing. 

The brand also offers functional nutrition, fitness essentials, and a digital content platform that provides informative and motivational advice and fitness programs for its consumer base.

Onnit’s supplements are made with high-quality ingredients that target cognitive function, mood, gut health and immunity support.Targeting health
“Onnit is a leading brand in the fast-growing nootropics segment. Onnit perfectly complements our growing portfolio of innovative wellness and supplement brands that include Olly, Equilibra, Liquid I.V. and SmartyPants Vitamins,” says Peter ter Kulve, president of Home Care and Health and Wellbeing at Unilever.

“As a dynamic and purpose-led brand, Unilever is strongly aligned with Onnit’s vision to improve the health and wellness of consumers with scientifically proven solutions,” adds Fabian Garcia, president of Unilever North America. 

Aubrey Marcus, the founder of Onnit, also says: “Since day one, my vision has been for Onnit to become a global movement, empowering people with the tools and information to reach their highest physical and mental potential. With Unilever’s scale and presence, we are one step closer to inspiring millions more to take charge of their health and well-being.”

Onnit will continue to be based in Austin, Texas, and led by CEO Jason Havey. Founder Aubrey Marcus will remain a brand ambassador.

Well-being in the spotlight
Wellness and nutrition have been common themes that Unilever has been tapping into. The company’s recent activities have shone a light on the importance of quality rest, gut health and the microbiome. 

In March, to mark World Sleep Day, Unilever partnered with Microba Life Sciences to uncover the link between sleep and the human gut in a project set to last around a year. 

In December, Kellogg’s and Unilever partnered to “unlock new talent and boost plant-based and gut health.” As part of the Innovation Challenge 2021, food-technology start-ups were invited to submit plant-based alternatives and digestive health solutions.

Meanwhile, in November 2020, Unilever acquired SmartyPants Vitamins, a US-based supplement company. 

Edited by Elizabeth Green

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