Clarion Brands adds probiotic Florajen to product lineup

TREVOSE, Pa. - Clarion Brands, a portfolio company of Swander Pace Capital, on Tuesday announced the acquisition of the probiotic brand Florajen.

“Florajen is the perfect addition to our portfolio,” stated Gary Downing, CEO of Clarion Brands. “We have a longstanding history of partnering with healthcare professionals to provide consumers with trusted solutions to their everyday health needs, and Florajen represents both an exciting and strategic next step for us.”

Florajen joins Lipo-Flavonoid, an OTC product for ringing in the ears (tinnitus), and Certain Dri, an OTC treatment for controlling excessive underarm sweating (hyperhidrosis).

Florajen is a high-potency probiotic dietary supplement that contains high concentrations of the same beneficial microorganisms that occur naturally in healthy people to help maintain the balance of flora in the intestinal tract. Florajen probiotic supplements, taken concurrently with antibiotics, can help avoid unpleasant side effects and aid in digestive health.

“The founders of Florajen have created a remarkably effective product with demonstrated success in helping consumers of all ages maintain the natural microbial balance the body needs to stay healthy,” Downing added. “We’re eager to not only continue the successful marketing approach established by Florajen’s founders, but to intensify the scope and reach within the professional community and leverage our strong pharmacy relationships to increase awareness of, and access to, Florajen.”

“When we partnered with Gary to establish Clarion in 2014, our mission was to build a leading platform in the OTC and supplement category,” said Mo Stout, a managing director at Swander Pace Capital. “Acquiring brands like Florajen that are category leaders in growing personal health niches is a key part of that strategy.”

The Clarion Brands leadership team has a successful track record of reenergizing iconic heritage brands through strategic marketing and merchandising efforts. Downing and VP marketing Jennifer Moyer were previously leading Insight Pharmaceuticals, parent company of leading women’s health brands Monistat and e.p.t, as well as Bonine, Nix and Sucrets, among others. In 2014, Insight Pharmaceuticals was acquired by Prestige Brands for $750 million.