Unilever to acquire Los Angeles-based SmartyPants Vitamins

Consumer goods giant Unilever has agreed to acquire SmartyPants Vitamins, a vitamin, mineral and supplement company, for an undisclosed price.

SmartyPants Vitamins, which is based in Los Angeles, was established in 2011 by Courtney Nichols Gould and Gordon Gould.

Courtney Nichols Gould and Gordon Gould – Co‐CEOs of SmartyPants Vitamins said: “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”.

Unilever to acquire SmartyPants Vitamins. Photo courtesy of Unilever.

SmartyPants Vitamins is said to use non‐GMO certified ingredients and a variety of sustainably sourced bio‐available nutrients for its products.

Its product range is claimed to be free from synthetic colors, artificial flavors, sweeteners, and also preservatives.

Peter Ter Kulve – Unilever President of Health & Wellbeing said: “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.”

SmartyPants Vitamins had forged a long‐standing partnership with a non‐profit organization called Vitamin Angels for providing life‐changing vitamins for mothers, expectant mothers, and children in need across the world.

The deal is subject to receipt of regulatory approvals and meeting of other customary closing conditions.