vitafusion
America's biggest gummy vitamin brand, written down and sold by its corporate owner after thirteen years.
Status: Watchlist
- Website
- vitafusion.com
- HQ
- USA
- Manufacturing
- USA
- Ownership type
- Founder-owned
- Parent
- Piping Rock Health Products, Inc.
- Acquired
- 2025-12
- Status since
- 2026-08-25
Ownership
Church & Dwight paid $650m in 2012 for vitafusion and L'il Critters. Sold both Dec 2025 to Piping Rock. Price not disclosed. C&D disclosed the brands had fallen to under 5% of its expected net sales and that exiting cost $40-45m more than the sale brought in.
Why Watchlist
Changed hands weeks before this ledger's data window to a private founder-owned company with no public compliance record, on the back of a litigated 'complete' multivitamin claim.
Sister brands under Piping Rock Health Products, Inc.
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