US Wellness Market Deals: Unilever Tries On SmartyPants, Kind Cooks Up Nature’s Bakery Deal
Unilever North America agrees SmartyPant, founded in 2011 to create a comprehensive supplement made from premium ingredients to support the wellbeing needs of children and adults. Kind, fully owned by Mars, has an agreement to acquire family-owned Nature's Bakery which offers snacks including fig bars and other soft-baked foods.
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Unilever’s prestige beauty business, bulked up by acquisitions over the past five years, achieved 21% underlying sales growth in the FY 2021 first quarter. The firm has formed a new business unit, Elida Beauty, to house a number of smaller, non-core beauty and personal-care brands accounting for around €600m in revenues following talk of possible divestitures.
Unilever North America announces plans to acquire Onnit Labs, maker of a line of brain health, fitness and wellness supplements. Onnit has a large following online, attracting 1m visitors to its digital platform per month.
Mars makes Kind part of its business three years after taking a minority stake and expanding distribution of Kind's nut and fruit bars internationally.