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Clorox Did Homework On Becoming 'Emerging' Supplements Leader Before Buying Nutranext

This article was originally published in The Rose Sheet

Executive Summary

“We love that we’re in differentiated segments here, emerging segments, not single letter vitamins, but product benefits that are scientifically grounded and that start to have a really strong following among consumers,” Clorox CEO Bennor Dorer says of the firm's recent Nutranext acquisition. He explained the “rationale” for buying a business that competes in a “fragmented category” without a brand leader during Clorox' third-quarter earnings briefing.

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