Unilever Buying SmartyPants Vitamins: Details About The Deal

By Annie Baker ● November 29, 2020
  • Unilever plc (NYSE: UL) recently announced it is buying SmartyPants Vitamins, which is a U.S.-based Vitamin, Mineral & Supplement company. These are the details about the deal.

Unilever plc (NYSE: UL) recently announced it is buying SmartyPants Vitamins, which is a U.S.-based Vitamin, Mineral & Supplement company. The terms of this deal were undisclosed.

Based out of Los Angeles, SmartyPants Vitamins was launched in 2011 by entrepreneurs Courtney Nichols Gould and Gordon Gould — who set out to create a comprehensive supplement made from premium ingredients in order to support the wellbeing needs of children and adults.

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

Based on the belief that good health should be made accessible to everybody, SmartyPants Vitamins has a long-standing partnership with non-profit organization called Vitamin Angels to provide life-changing vitamins for mothers, expectant mothers, and children in need worldwide.

Through a partnership with Vitamin Angels, SmartyPants Vitamins had reached over 14 million mothers and children worldwide with nutrient grants with a goal of reaching 100 million by 2025. And SmartyPants Vitamins 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. 

KEY QUOTES:

“SmartyPants Vitamins complements Unilever’s portfolio of brands (Horlicks, OLLY, Equilibra, and Liquid I.V) in the functional nutrition and supplement segment. We are excited to work with co-founders Courtney and Gordon and their team to grow their innovative and data-driven business model.”

— Peter Ter Kulve, President of Health & Wellbeing at Unilever

“We are delighted to welcome SmartyPants Vitamins to the Unilever family and our portfolio of purpose-led brands. SmartyPants Vitamins aligns strongly with our mission to improve the health and wellbeing of consumers and empower people to take charge of their health with solutions they can understand and trust.”

— Fabian Garcia, President of Unilever North America

“From the start, SmartyPants Vitamins has been about family, authenticity and a core commitment to our collective well-being. We are excited to work with Unilever to grow the SmartyPants brand.”

— Courtney Nichols Gould & Gordon Gould, Co-founders and Co-CEO’s of SmartyPants Vitamins