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Unilever to Acquire SmartyPants Vitamins

The Los Angeles-based company makes vitamins and supplements for children and adults.

Unilever said today it intends to acquire SmartyPants Vitamins, a Los Angeles-based company that makes vitamins and supplements.

Founded in 2011 by Courtney Nichols Gould and Gordon Gould, SmartyPants makes products for children and adults, including multivitamins, probiotics and supplements. They are sold at retailers including Target Corp., Kohl’s Corp., The Vitamin Shoppe and on Amazon Inc.

This marks the latest wellness acquisition for Unilever. The Anglo-Dutch consumer giant last September acquired Liquid I.V., a maker of electrolyte drink mixes, and in 2019 acquired Olly Nutrition, a gummy vitamin company.

Peter Ter Kulve, president of health and well-being at Unilever, noted in a statement that SmartyPants complements the company’s other functional nutrition and supplement acquisitions, which also include Equilibria and Horlicks. The company anticipates growing SmartyPants’ “innovative and data-driven business model.”

Terms of the deal were not disclosed.