Procter & Gamble (P&G) has acquired ‘clean’ digestive health brand Wonderbelly for an undisclosed sum.
The personal care giant said the acquisition of Wonderbelly reinforces its “commitment to providing a diverse range of health solutions while addressing evolving consumer preferences”.
Wonderbelly is a ‘free-from’ digestive wellness brand founded by brothers Lucas and Noah Kraft in Austin, Texas, US, in 2021.
It is best known for its over-the-counter, non-GMO products, including antacids, gas and bloat relief; and multi-symptom relief in flavours Strawberry Milkshake and Mango Smoothie, packaged in recyclable containers.
The products are free from dyes, titanium dioxide, talc and artificial sweeteners.
“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,” said Phil McWaters, SVP of P&G Personal Health Care.
“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.”
Wonderbelly joins P&G’s digestive wellness portfolio, which includes brands Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic and Rolaids.
Lucas, co-founder of Wonderbelly, said he is “elated” for the company to join P&G.
“We saw a consumer need, took a big shot and were delighted to see the response from the market,” he said.
“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.”