The agreement includes the VitaFusion and L’il Critters brands, relevant trademarks and licenses, and the company’s manufacturing and distribution facilities in Vancouver and Ridgefield, Washington.
“We believe Piping Rock, a company with deep experience in the vitamin business, will be a successful steward for VitaFusion and L’il Critters,” Rick Dierker, chief executive officer at Church & Dwight, shared in a press release. “We want to thank all of our dedicated VMS employees for their commitment and contributions to these brands. For the majority who will become Piping Rock employees, we will be watching from the sidelines and wishing you much success.”
He added that the sale immediately strengthens the company’s portfolio and enables it to focus on its remaining power brands to drive growth initiatives. Personal care, household and specialty products brands in the portfolio include Arm & Hammer, Trojan, Oxiclean, Spinbrush, First Response, Nair, Orajel, Xtra, Batiste, Waterpik, Zicam, Therabreath, Hero and Touchland.
According to a company press release, the VMS brands represent less than 5% of Church & Dwight’s anticipated 2025 net sales. As a result of this transaction, it expects to incur a one-time, after-tax charge of $40 million to $45 million in the fourth quarter of 2025, net of proceeds, a non-cash impairment and transition and transaction costs.
Perella Weinberg acted as financial advisor to Church & Dwight, and Proskauer Rose LLP acted as legal advisor. Piping Rock was advised by Freshfields LLP as legal advisor.
The transaction, which is subject to customary closing conditions, is expected to close before the end of this year.
