Unilever buys Onnit in US

Unilever has announced that it has signed an agreement to acquire Onnit, a holistic wellness and lifestyle company, based in Austin, Texas, US.

Onnit was founded in 2010 by Aubrey Marcus, who set out to inspire a journey towards ‘total human optimisation’ – a 360-degree philosophy to achieve optimal health and wellbeing, through physical fitness, mental performance, and emotional wellness, the company says.

Onnit’s supplements are made with high-quality ingredients to provide improved cognitive function, mood and relaxation, gut health and immunity support. The range includes Onnit’s Alpha BRAIN, a brain supplement (nootropic) for better memory, focus, and mental processing. The brand also offers functional nutrition, fitness essentials, and a digital content platform that provides informative and motivational articles, interviews, advice, and fitness programmes for its consumer base.

Peter ter Kulve, president of home care and health & wellbeing at Unilever, says: “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 I.V., and SmartyPants Vitamins.”

Fabian Garcia, president of Unilever North America, says: “We are thrilled to welcome Onnit to the Unilever family. As a dynamic and purpose-led brand, Unilever is strongly aligned with Onnit’s vision to improve the health and wellness of consumers with scientifically proven solutions.”

Aubrey Marcus, founder of Onnit, says, “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.”

Onnit will continue to be based in Austin, Texas, and led by CEO Jason Havey. Founder Aubrey Marcus will remain a brand ambassador.

Terms of the deal were not disclosed. The acquisition is subject to regulatory approvals and customary closing conditions.

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