Procter & Gamble has acquired Wonderbelly, adding the digestive wellness brand to its over-the-counter portfolio.
Wonderbelly sells products including antacids, gas and bloat relief, and multi-symptom relief treatments.
The range is marketed as free of artificial dyes, talc, titanium dioxide, artificial sweeteners and parabens.
The vegan, non-GMO products include flavours such as Strawberry Milkshake and Mango Smoothie, and are packaged in recyclable containers.
The brand will join P&G’s digestive wellness portfolio, which includes Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic and Rolaids.
Phil McWaters, senior vice-president of P&G Personal Health Care, said: “Bringing Wonderbelly into the PHC digestive wellness portfolio complements our existing brands, helping us to meet the needs and preferences of an even wider range of consumers.
“Wonderbelly’s innovative approach, coupled with P&G’s deep expertise in innovation, go-to-market strategies, and supply chain, creates a significant opportunity to accelerate the brand’s growth.”
Wonderbelly was founded in Austin, Texas, in 2021 by brothers Lucas and Noah Kraft, who developed the brand in response to what they saw as a lack of “free-from” options in the over-the-counter aisle.
Lucas Kraft, co-founder of Wonderbelly, said: “We are elated for Wonderbelly to be part of the P&G family and can’t wait to see how they accelerate the vision.
“We saw a consumer need, took a big shot and were delighted to see the response from the market. By joining P&G, Wonderbelly is gaining the ability to do more of what we set out to do: Help even more folks with their stomach issues.”
Financial terms of the acquisition were not disclosed.
