Procter & Gamble has acquired Wonderbelly, a “free-from” digestive wellness brand, adding it to P&G’s Personal Health Care (PHC) portfolio as the company expands its reach in over-the-counter digestive relief.
Wonderbelly, founded in 2021 in Austin, Texas, by brothers Lucas and Noah Kraft, has built a fast-growing presence with digestive medicines positioned around a clean-label philosophy. The brand’s products are free of artificial dyes, talc, titanium dioxide, artificial sweeteners, and parabens, and include vegan, non-GMO options spanning antacids, gas and bloat relief, and multi-symptom relief. Wonderbelly also differentiates through flavored formats and recyclable packaging designed to stand out in a category often dominated by more traditional presentations.
P&G framed the deal as a strategic fit within its existing digestive wellness lineup. Wonderbelly will join a portfolio that includes Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic and Rolaids, with P&G emphasizing that the addition broadens its ability to meet evolving consumer preferences and demand for “free-from” wellness options.
P&G also highlighted Wonderbelly’s brand mission to destigmatize digestive health conversations, noting the company’s focus on consumer engagement, transparent labeling, and modern packaging as drivers of its momentum. The company expects its scale and capabilities across innovation, go-to-market execution and supply chain to help accelerate Wonderbelly’s growth under the PHC umbrella.
KEY QUOTES
“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.”
Phil McWaters, SVP of P&G Personal Health Care
“We are elated for Wonderbelly to be part of the P&G family and can’t wait to see how they accelerate the vision.”
“We saw a consumer need, took a big shot and were delighted to see the response from the market. 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.”
Lucas Kraft, Co-Founder of Wonderbelly
