Unilever has acquired US supplements and sports nutrition brand Onnit as part of an ongoing bid to increase its exposure to the growing health and wellness trend.
Founded in 2010 by Aubrey Marcus, Onnit produces a range of supplements for improved cognitive function, mood and relaxation, gut health and immunity support.
Its flagship product is Alpha Brain, a nootropic supplement that claims to aid memory, focus and mental processing.
It also sells protein powders, snacks, spreads and oils aimed at gym goers, as well as branded barbells and kettlebells and gym wear, on its online shop.
Peter ter Kulve, president of home care and health & wellbeing at Unilever, said: “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.”
Onnit will continue to be based in Austin, Texas, led by CEO Jason Havey. Marcus will remain as a brand ambassador.
“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,” Marcus added.
“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 also has a digital content platform providing motivational articles, interviews, advice and fitness programmes for its consumer base.
Terms of the deal, which is subject to regulatory approvals and customary closing conditions, were not disclosed.