Energizer Personal Care has cleaned up on the global rights to Wet Ones personal wipes with the acquisition of the brand in the UK and Ireland from Jeyes Group. The deal means Energizer now owns the brand all over the world.
Jeyes, which sold Wet Ones as part of moves to focus on household hygiene, will continue to manufacture the wipes in the short term while Energizer conducts a review of the business.
Energizer said the Wet Ones brand was worth £8m and was growing 11% a year. It also had a 45% share of the adult wipes market. "This transaction completes the company's worldwide ownership of Wet Ones, allowing it to start a global marketing approach to its development," said a spokeswoman.
The deal follows Energizer's purchase on 1 October of Playtex Products, a manufacturer of skin, feminine and infant care products, including the Hawaiian Tropic brand.