Unilever to grow supplements offering with Onnit acquisition

Unilever has agreed to acquire US supplements brand and lifestyle company, Onnit, as it continues to expand its consumer health offerings.

Based in Austin, Texas, Onnit’s core focus is its range of supplements that aim to improve cognitive function, mood and relaxation, gut health and immunity support. Its portfolio also features protein powders, protein snacks, fats and oils, as well as coffee.

Founded in 2010, the holistic wellness and lifestyle company also offers fitness essentials such as kettlebells and a digital content platform that provides advice and fitness programmes for its consumer base.

The acquisition marks Unilever’s latest efforts to expand its activities within the holistic health market and comes a few months after it signed an agreement to buy SmartyPants Vitamins.

“Onnit is a leading brand in the fast-growing nootropics segment. With its holistic health offering and digital-first model, Onnit perfectly complements our growing portfolio of innovative wellness and supplement brands that include Olly, Equilibra, Liquid IV and SmartyPants Vitamins,” said Peter ter Kulve, president of home care and health & wellbeing at Unilever.

Aubrey Marcus, founder of Onnit, said: “Since day one, my vision has been for Onnit to become a global movement, empowering people with the tools and information to reach their highest physical and mental potential. I am so proud of what we have accomplished, and now, with Unilever’s scale and presence, we are one step closer to inspiring millions more to take charge of their health and wellbeing.”

Following completion of the deal, Onnit will continue to be based in Austin and led by CEO Jason Havey. Founder Aubrey Marcus will remain a brand ambassador.

The deal – which was made for an undisclosed sum – is subject to regulatory approvals and customary closing conditions.