The SmartyPants product line can be found in more than 30,000 stores across the US
Smartypants Vitamins product display
Photo as seen on SmartyPants’ Facebook page

Unilever has agreed to acquire SmartyPants Vitamins, a US‐based vitamin, mineral and supplement company. Based in Los Angeles, the business was founded in 2011 by entrepreneurs Courtney Nichols Gould and Gordon Gould. They set out to create a comprehensive supplement range made from premium ingredients to support the wellbeing needs of children and adults.

Peter Ter Kulve, president of Health & Wellbeing at Unilever, said: “SmartyPants Vitamins complements Unilever’s portfolio of brands (Horlicks, OLLY, Equilibra and Liquid I.V) in the functional nutrition and supplement segment. We are excited to work with co‐founders Courtney and Gordon and their team to grow their innovative and data-driven business model.”

SmartyPants Vitamins has a simple yet powerful promise: to be smart, simple and true. It works with non‐GMO certified ingredients and a range of sustainably sourced bio‐available nutrients. Its product range is free from synthetic colours, artificial flavours, sweeteners and preservatives.

Fabian Garcia, president of Unilever North America, said: “We are delighted to welcome SmartyPants Vitamins to the Unilever family and our portfolio of purpose‐led brands. [The company] 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.”

The duo of entrepreneurs commented: “From the start, SmartyPants Vitamins has been about family, authenticity and a core commitment to our collective wellbeing. We are excited to work with Unilever to grow the brand.”

The product line comprises gummy vitamins that include multivitamin, omega-3, and vitamin D supplements. The range can be found in more than 30,000 stores across the US.

Date published: 25 November 2020

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