Unilever acquiring SmartyPants Vitamins

Unilever is adding to its portfolio in the VMS space. The Englewood Cliffs, N.J.-based CPG giant is acquiring SmartyPants Vitamins, which was founded in Los Angeles in 2011 by entrepreneurs Courtney Nichols Gould and Gordon Gould with a focus on products with premium ingredients for children and adults.

SmartyPants uses non-GMO ingredients and sustainable sourcing methods for nutrients and offers a product range that is free of synthetic colors, artificial flavors and preservatives. . It joins other brands in Unilever’s portfolio that include Horlicks, Olly, Equilibria and Liquid I.V. Also central to SmartyPants’ brand ethos is its partnership with Vitamin Angels, which provides vitamins to mothers, expecting mothers and children in need worldwide. 

“We are delighted to welcome SmartyPants Vitamins to the Unilever family and our portfolio of purpose-led brands,” said Fabain Garcia, Unilever North America president. “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.”

SmartyPants Vitamins also recently entered the immune space with three new products. 

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

Terms of the deal were not disclosed.