Unilever to Acquire SmartyPants Vitamins


Unilever is to acquire SmartyPants Vitamins, a Los Angeles, U.S.-based Vitamin, Mineral & Supplement company.

The amount of the deal – subject to regulatory approvals and customary closing conditions – was not disclosed. 

Founded in 2011 by entrepreneurs Courtney Nichols Gould and Gordon Gould, SmartyPants Vitamins 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 company also has a long-standing partnership with non-profit organization, Vitamin Angels, to provide life-changing vitamins for mothers, expectant mothers, and children in need worldwide.

The company’s product can be found in more than 30,000 stores across the country including the world’s leading specialty, club and online retailers including: Amazon, Costco, Target, Walmart, Whole Foods Market, Walgreens, and many more.

As said by Peter Ter Kulve, President of Health & Wellbeing at Unilever: “SmartyPants Vitamins complements Unilever’s portfolio of brands (Horlicks, OLLY, Equilibra and Liquid I.V) in the functional nutrition and supplement segment.