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November 26, 2020

Unilever to acquire US vitamins business SmartyPants

Anglo-Dutch consumer goods giant Unilever is to beef up its health and wellness offering through the acquisition of a US-based vitamins business.

By Andy Coyne

Anglo-Dutch consumer goods giant Unilever is to beef up its health and wellness offering through the acquisition of US-based SmartyPants Vitamins.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

The Ben & Jerry’s ice cream and Marmite owner said it had signed an agreement to buy the Los Angeles-based vitamin, mineral and supplement business for an undisclosed sum.

SmartyPants Vitamins was founded in 2011 by entrepreneurs Courtney Nichols Gould and Gordon Gould with an emphasis on using natural ingredients.

It works with non-GMO certified ingredients and a range of sustainably sourced “bio-available nutrients”. Their product range is free from synthetic colours, artificial flavours, sweeteners and preservatives.

Peter Ter Kulve, president of health and wellbeing at Unilever, said SmartyPants Vitamins “complements Unilever’s portfolio of brands in the functional nutrition and supplement segment”, pointing to brands such as Horlicks and Olly.

The Gould owners, who are co-CEOs, added: “From the start, SmartyPants Vitamins has been about family, authenticity and a core commitment to our collective well-being. We are excited to work with Unilever to grow the SmartyPants brand.”

SmartyPants Vitamins has a long-standing partnership with non-profit organisation Vitamin Angels to provide vitamins for mothers, expectant mothers and children in need worldwide.

Unilever has completed several deals in the last two years in areas similar to SmartyPants Vitamins.

In April this year, the company acquired the food-and-beverage brand Horlicks and other consumer healthcare nutrition products from GlaxoSmithKline (GSK).

In April 2019, it bought US-based vitamins-to-snack-bars firm Olly Nutrition.

Related Companies

Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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