Industry consolidation, partnership and growth: The supplement sector deals of 2025

Key activities include strategic consolidation with established players acquiring direct-to-consumer supplement brands or proprietary ingredient technologies, driven by increased private equity interest. Partnerships this year also increasingly focused on ingredient innovation, specific condition-focused supplements, microbiome research, international growth and global distribution, and personalized nutrition capabilities.

Below a round-up of the significant mergers, acquisitions and alliances driving growth in the supplement and related health and wellness industries in 2025:

Mergers & acquisitions

ANJAC Health & Beauty and PharmaLinea: The French CDMO acquired Slovenia-based PharmaLinea (part of Health Chain Group) in November to strengthen its global position in the supplement market. This acquisition brings together 17 companies and is expected to accelerate product innovation and scientific research. PharmaLinea’s CEO, Anton Oražem, stated that joining ANJAC provides access to new technologies and innovation possibilities.

Barentz and Fengli Group: The Dutch ingredients firm announced its acquisition of China’s Fengli Group in June, a move set to be completed in the second half of 2025. This acquisition is a key part of Barentz’s strategy to accelerate growth in the Asia-Pacific region by leveraging Fengli’s expertise in pharmaceutical excipients and active ingredients.

Carbyne Equity Partners and SuanNutra: In December, private equity investment firm Carbyne acquired SuanNutra, the nutraceutical ingredients business of Suanfarma, a portfolio company of ARCHIMED. The investment, marks Carbyne’s entry into the nutraceutical sector and aligns with its focus on building R&D-driven businesses alongside strong management teams. Moving forward, it plans to expand dedicated supply chains, the company’s portfolio of clinically validated ingredients and its relevance among an increasingly diverse customer base.

Celsius Holdings and Alani Nutrition: Celsius acquired wellness and functional beverage/supplement brand Alani Nu for $1.8 billion including $150 million in tax assets for a net purchase price of $1.65 billion, closing in April 2025. This strategic move aimed to broaden Celsius’s reach in the functional beverages and wellness product markets, combining two strong players in the rapidly consolidating ready-to-drink (RTD) and energy drink categories. In September, Celsius also struck a deal with PepsiCo to acquire the Rockstar Energy Drink brand in the United States and Canada. This was part of an expanded distribution partnership where PepsiCo increased its ownership stake in Celsius. The deal aimed to strengthen Celsius’s market route and capture a broader demographic.

Church & Dwight and Piping Rock: Church & Dwight, known for its Arm & Hammer brand, entered into an agreement to sell its VitaFusion and L’il Critters VMS brands to Piping Rock. The deal encompasses relevant trademarks, licenses, and the manufacturing and distribution facilities located in Vancouver and Ridgefield, Washington. The VMS brands represented less than 5% of the company’s anticipated 2025 net sales. Rick Dierker, CEO of Church & Dwight, stated that the sale “immediately strengthens the company’s portfolio and enables it to focus on its remaining power brands to drive growth initiatives.”

Danone and The Akkermansia Company: Danone completed several strategic acquisitions in 2025, including biotic research firm The Akkermansia Company. This acquisition is central to Danone’s focus on biotics and targeted nutrition, particularly for aging populations, as the acquired strain has been clinically proven to strengthen the gut barrier and counteract metabolic disorders. The yogurt giant also acquired a majority stake in Kate Farms, Inc., a plant-based nutrition company producing supplemental nutrition shakes/formulas, and in September, it inaugurated the OneBiome Center in Paris-Saclay to accelerate gut microbiome research.

Everwell Health Holdings: Everwell Health Holdings, which acquired Nutrition 21 in 2021, acquired all ingredient assets from Things of That Nature, Inc. in March, including the Celadrin brand and related fatty acid technology. It continued to diversify, acquiring American River Nutrition, known for its branded annatto ingredients, from Designs for Health in May.

Gryphon Investors and Double Wood Supplements: Gryphon acquired the direct-to-consumer Double Wood Supplements brand to broaden its portfolio of high-growth wellness brands, creating new opportunities to accelerate product development, enhance omnichannel distribution and scale the company’s reach across international markets.

FitLife Brands and Irwin Naturals: FitLife Brands acquired Irwin Natural (est. 1994) at a bankruptcy auction in an all-cash transaction for $42.5 million in August to broaden its nutritional supplement portfolio across several categories including weight-management and wellness products. The transaction was expected to approximately double the size of the company, with consolidated revenue for the combined business anticipated to be more than $120 million for the first full year of operation.

Haleon, SCELSE and PC Biome: In November, Haleon signed a Memorandum of Understanding (MoU) with the Singapore Centre for Environmental Life Sciences Engineering (SCELSE) and the start-up PC Biome. This tripartite partnership aims to accelerate microbiome research and innovation, focusing on Haleon’s existing products and the development of new ones targeting the gut-immune axis. The collaboration builds on previous successful research projects, including a study on Haleon’s Centrum Sleep supplement.

Heartland Food Products Group & Supreme PLC and Slimfast: Heartland and Supreme acquired SlimFast U.S. and SlimFast UK, respectively, from Ireland-based supplement maker Glanbia, expanding their weight-management nutrition portfolios with the functional meal replacements. Glanbia bought Slimfast for $350 million in 2018, but sales plummeted in 2022 with the arrival of weight-loss drugs. U.S.-based Heartland makes the Splenda brand of low-calorie sweeteners, drink mixes, coffee and nutritional beverages. Supreme supplies products across its vaping, drinks & wellness and electricals & household divisions.

Herbalife Nutrition completed a series of acquisitions in March and April including Pro2col Health, Pruvit Ventures and a 51% stake in Link BioSciences, expanding its personalized nutrition and custom supplement manufacturing capabilities. In November, Herbalife inaugurated a new lab in Torrance, CA to boost innovation, deepen in-house testing capacities and strengthen the company’s Seed to Feed quality program.

Huons N and Biorosetter: The South Korean company acquired health functional food manufacturer Biorosette Co., Ltd. in November. This move is intended to help Huons N manage increasing export volumes and improve its market responsiveness. Huons N, known for its menopause support probiotic Menolacto, will incorporate Biorosette as a wholly owned subsidiary to strengthen its manufacturing capabilities.

Kimberly-Clark and Kenvue: In a massive deal impacting the broader health and wellness space, Kimberly-Clark announced in November 2025 that it would acquire Kenvue, a global consumer health leader (which includes brands like Neutrogena and various over-the-counter health products including the Tylenol Proactive Support supplement launched this year), to create a $32 billion global health and wellness powerhouse.

Lactalis and Fonterra: French multinational Lactalis (the world’s largest dairy company) proposed a NZ$4.22 billion acquisition of Fonterra’s consumer and integrated businesses (Mainland Group). The deal, expected to settle in Q1 2026, would allow Fonterra to focus on its higher-yield B2B ingredients and foodservice businesses.

LifeVantage and LoveBiome: LifeVantage acquired LoveBiome to expand its gut health portfolio. The acquisition adds LoveBiome’s microbiome-focused products, like P84, to LifeVantage’s offerings, which are centered on cellular health. The move is part of a broader strategy to lead in the fast-growing cellular and gut health markets.

MartinBauer and American Botanicals: Germany-based MartinBauer has expanded its agricultural footprint in the United States with the acquisition of American Botanicals, a leading supplier of U.S. wildcrafted botanicals. Founded in Missouri in the 1990s, American Botanicals offers a portfolio of wildcrafted herbs, spices and roasted carob and is deeply committed to sustainable practices.

RAW Nutrition and The Quality Group: Sport Nutrition brand RAW Nutrition joined forces with Europe performance nutrition leader The Quality Group, known for its ESN and More Nutrition brands. As part of the deal, Chris Bumstead, co-owner of RAW Nutrition and six-time Mr. Olympia became co-owner of The Quality Group, as did his RAW co-founder Dom Iacovone. Bumstead’s second brand, BUM Energy, was also folded into The Quality Group’s partnership portfolio.

Sabinsa and Nature’s Formulary: Sabinsa acquired well-established Ayurvedic products brand Nature’s Formulary, which joins the America’s Finest and Sanutra brands as part of Sabinsa’s vertically integrated consumer goods division. As part of the deal, P K Davé, Nature’s Formulary founder and president, was named CEO of this division.

Shaklee and Modere: formed a new subsidiary to acquire the products and intellectual property of Modere, following a worldwide exclusive licensing agreement for the patented Liquid BioCell Collagen supplement.

The Vitamin Shoppe acquisition: In May, Kingswood Capital Management and Performance Investment Partners completed their acquisition of The Vitamin Shoppe from the bankrupt Franchise Group. The new owners expressed their commitment to investing in brand-building strategies and enhancing the company’s e-commerce capabilities. Bloomberg Law reported the cost of the deal at $193.5 million. As part of the transaction, Sharon Leite, who previously served as chief executive officer of The Vitamin Shoppe from 2018 to 2023, returned to lead the company.

TopGum and Island Abbey: Israeli gummy supplement manufacturer TopGum Industries acquired Island Abbey Nutritionals, a contract developer and manufacturer specializing in gummy and lozenge supplements located in Prince Edward Island, Canada. Through this strategic acquisition, TopGum sought to significantly expand its manufacturing and technological capabilities to drive the growth of the “enjoyables” supplement segment and deepen its foothold in the U.S. market.

Wellful and Ancient Nutrition: Wellful, an omni-channel health and wellness platform backed by Kainos Capital, acquired Ancient Nutrition from VMG Partners, Hillhouse Investment and other unit holders. The acquisition is expected to enhance the company’s omnichannel presence in several VMS categories and expand its distribution footprint into the natural retail channel. Ancient Nutrition is known for its focus on whole-food, nutrient-dense formulas, and this acquisition allows Wellful to capitalize on the sustained consumer interest in natural and holistic health solutions.

William Reed and IPC: William Reed, the publisher of NutraIngredients and organizer of the Probiota series of conferences, acquired the International Scientific Conference on Probiotics, Prebiotics, Gut Microbiota and Health (IPC) from CLS Consulting, strengthening its commitment to the microbiome-focused scientific community.

Strategic partnerships & alliances

Aker BioMarine and Xandro: The companies signed a two-year exclusive collaboration to supply Aker BioMarine’s new premium Norwegian Lysoveta krill oil to the Southeast Asian brain health market through Singapore-based Xandro, which had already commercialized a supplement containing the ingredient.

Amway and HEM Pharma: Amway expanded its decade-long partnership with Korean microbiome firm HEM Pharma to develop new probiotic products and expand microbiome testing into new markets.

Balchem and and FC Bayern Women: Balchem signed a multi-year partnership with FC Bayern Women to promote its K2Vital vitamin K2 supplement for athlete health. This intiative follows another partnership announced in 2024 with the NY Jets for the company’s Vitacholine ingredient.

Beneo and Wacker: Ingredient supplier Beneo and European biotech solutions firm Wacker partnered to launch human milk oligosaccharide (HMO) 2’-Fucosyllactose X(2’-FL) globally. The product launch is the first result of a strategic and global partnership the companies entered to collaborate on enhancing early-life nutrition. It will provide additional volumes of HMOs to the market, helping to secure supply and quality for both large and smaller manufacturers of infant formulas.

Big 12 and Designs for Sport: The Big 12 Conference and Designs for Sport, a Designs for Health brand, announced a announced a new partnership that brings the supplement brand’s NSF-certified for Sport supplements such as creatine, hydration packs and all-in-one-vitamin formulations to support performance, recovery and overall wellness to college athletics.

Brightseed and Haleon: Haleon is harnessing Brightseed’s Forager platform to support the discovery of plant-based, small molecules for human health.

CRN Foundation and NAFC: The CRN Foundation partnered with the National Association of Free and Charitable Clinics (NAFC) to provide nutritional supplements to vulnerable populations. This “Access Initiative” has garnered support from companies like Nutrawise Health & Beauty (youtheory), Nestlé Health Science and Vitaquest, which have donated products and grants.

Cyvex Nutrition and SloIron: Cyvex Nutrition entered a sales partnership with SloIron. The plant-based ferritin iron ingredient is described as “caged” in protein to create a stable biomineral called ferrihydrite, which allows SloIron to maintain intact through digestion to minimize irritation and slow the release of iron.

FC Barcelona & KSM-66 Ashwagandha: Star striker Robert Lewandowski partnered with KSM-66 Ashwagandha in November to represent the brand globally. Lewandowski, who has used the ingredient for years, noted its benefits for recovery and mental focus. The partnership formalizes a long-standing relationship built on trust in the product’s quality and clinical validation.

Gonmisol and K. Patel Phyto Extractions: In July, SuanNutra’s subsidiary Gonmisol signed an exclusive European distribution agreement for K. Patel’s portfolio of Ayurvedic botanical extracts. The collaboration aims to provide EFSA-compliant solutions for hormonal, metabolic and digestive health, with a particular focus on female-focused supplements.

Gnosis by Lessafre and Maternity Foundation: As part of the three-year partnership, Gnosis will provide financial support to accelerate the expansion of Maternity Foundation’s Safe Delivery App, a job aid, training and microlearning tool that helps midwives deliver quality care to pregnant women, mothers and newborns in low-resource settings in line with WHO guidelines. It will also collaborate to increase global and country-level awareness of the importance of promoting healthier pregnancies, emphasizing proper nutrition and supplementation—particularly folate—as essential for improving maternal and newborn health outcomes.

Grenade and Cadbury: Sports nutrition brand teamed up with Cadbury to launch a limited-edition Creme Egg flavored protein bar, aiming to reach new audiences. It launches late 2025 for Easter 2026 at major UK retailers and online.

Haleon and Botalys: Haleon partnered with Belgian biotech ingredient supplier Botalys to leverage its high-tech indoor cultivation platform and metabolomic expertise to develop high-performance, sustainable botanical solutions.

HealthKart and Ronnie Coleman: In October, Indian retailer HealthKart secured an exclusive manufacturing and sales deal with bodybuilding legend Ronnie Coleman, making him an equity partner. HealthKart will produce and distribute the Ronnie Coleman Signature Series in India and neighboring countries, aiming to address supply chain challenges and combat counterfeit products.

Hofseth Biocare, Jim Lavelle and Metabolic Elite: Norwegian company Hofseth BioCare announced that it would work with Metabolic Elite and nutrition expert Jim Lavelle to develop a prevmium range of performance nturition products for elite athletes.

Myota and Suannutra: Spanish ingredient supplier Suanutra secured exclusive distribution rights to Myota’s patented Metabolic Regulator blend across the United States, United Kingdom and European Union, excluding Germany and Austria. The agreement ensured full commercial protection for Suannutra and included co-developed and customized blends.

Nizo and University of Twente: Dutch food research organization Nizo partnered with the University of Twente to use organ-on-chip technology to study how dietary ingredients affect brain function.

Nutrafol and MLB: Nutrafol became the Official Hair Growth Partner of Major League Baseball (MLB), a first for hair growth supplements that leverages the brand’s NSF Certified for Sport status. The partnership includes fan engagement via a “Hats Off” campaign, bullpen signage, digital content with baseball personalities known as “hair captains” and a sweepstakes.

Pvolve and Tally Health: Pvolve and Tally Health combined functional fitness with longevity science, offering integrated programs like “The Longevity Formula” that link Pvolve’s movement method (resistance training for strength/mobility) with Tally Health’s epigenetic testing (biological age) and supplements to promote healthier aging.

THG and CJ Group: The Hut Group (THG) entered a licensing agreement with SG Safety Corporation, a subsidiary of South Korea’s CJ Group, in August. This partnership aims to accelerate the omnichannel growth of THG’s Myprotein brand in South Korea by leveraging CJ’s extensive distribution network and market expertise.

Nestlé Health Science and Hyundai Department Store Group: Nestlé Health Science opened its first retail store in South Korea in July through an exclusive partnership with Hyundai Department Store Group. The store offers personalized nutrition services and features key Nestlé brands, aiming to create synergy with a partner that has a strong sales network and healthcare expertise.

Novonesis and Novo Nordisk: Novonesis and Novo Nordisk joined forces in a new research collaboration to explore the gut microbiome to optimize metabolic health and well-being.

ProBiotix Health and Deutsch-Pharm: UK life science company ProBiotix signed a partnership with Ukraine-based distributor Deutsch-Pharm to unlock probiotic sales in Eastern Europe. Intially, the partnership is focused on the Ukrainian market, which it hopes will provide a springboard into Uzbekistan and other countries in the region.

The Vitamin Shoppe and Team RWB: The retailer partnered with verteran service organization Team Red, White and Blue to fuel the 3,000-mile Old Glory Ultra Relay from San Diego to Washington, D.C, set at a pace of a 7- to 8-minute mile.

Thorne Health and Ciara: Thorne launched a creatine campaign, featuring “Level Up” singer Ciara to highlight creatine’s positive impact on performance, endurance and cognition. The campaign responds to the growing awareness of creatine’s broader health benefits across women’s health, energy, cognitive function and healthy aging.

Thorne Health and Unrivaled: Professional women’s basketball league Unrivaled—launched in January 2025—entered a multiyear partnership that makes makes Thorne both the Official Sports Nutrition partner of the league and the jersey patch partner of the Breeze BC team. It marks Thorne’s first official women’s sports partnership.

Vitaboom and GetHealthy: In February, Vitaboom and digital health platform provider GetHealthy formed a strategic alliance focused on transforming the personalized nutrition industry by leveraging AI and user data to deliver customized supplement recommendations and wellness plans, reflecting the significant trend towards tailored health solutions.

Vous Vitamins and Optum Now: Vous Vitamins and UnitedHealth Group’s Optum Now partnered to offer personalized supplements to Optum Now customers with potential savings.

Investments & majority stakes

Berry Street completed a $50 million Series B round to expand nutrition counseling services and technology that connects patients with registered dietitians for insurance-covered care, especially with the rise of GLP-1 drugs, aiming to shift healthcare towards personalized, preventative nutrition. The funding, led by investors like Northzone and Sofina, helps Berry Street build AI tools, grow its dietitian provider base and address chronic diseases like obesity and diabetes.

Microbiome company Biohm’s recent expansion of its R&D footprint follows a $4.52 million Series B funding round. Kristin Wilhoyte, the company’s vice president of marketing, said the funding would allow Biohm to “add talent and build out its AI platform for new ingredient identification.”

Bioniq raised $15 million in Series B for its AI-driven personalized vitamin and supplement platform. The overscribed round was led by European venture capitalists HV Capital and Unbound. Bioniq, valued at $75 million, shared that the funding would be used to support global expansion and product development in the personalized supplements market.

In August 2025, Butterfly Equity exited the majority of its stake in MaryRuthOrganics. The firm, which initially acquired a stake in August 2021, remained an active investor with representation on the board, signaling a successful initial investment cycle.

CapVest Partners took a majority stake in STADA, a German healthcare and consumer health company that includes vitamins and supplement products in its portfolio, from Bain Capital and Cinven—valuing STADA at roughly €10 billion and ending its potential IPO plans, with the deal expected to close in mid-2026 after regulatory approval.

Creatine gummy brand Create Wellness raised $5 million in a Series A round led by Unilever Ventures to fund product development, expand marketing and grow its team as it entered Target nationwide. This latest round brings the company’s total funding to $7.3 million.

Danone acquired a majority stake in Kate Farms, Inc., a plant-based nutrition company producing supplemental nutrition shakes/formulas to support medical needs, daily nutritional goals and kids’ health. The move is part of Danone’s push to build out its specialized nutrition business in the United States.

David closed a $75 million Series A round led by Greenoaks with Valor Equity Partners. David’s brand focuses on high-protein nutrition bars and tools for muscle building and fat loss, linking user nutrition and consumer supplements. The company—which also acquired food-tech firm Epogee to secure innovative ingredient capabilities—will use the investment to scale manufacturing, accelerate product development and expand inventory.

Designs for Health, a leading practitioner-supplement brand, received a significant minority investment from funds affiliated with BDT & MSD Partners. This investment, which follows a multi-year partnership with RoundTable Healthcare Partners, is intended to support continued growth, product innovation and the brand’s commitment to the practitioner channel.

Glanbia approved an investment with its joint investment partners in dairy in the United States to bring an additional 4,500 tonnes of whey protein isolate online by 2027. It also announced a minority stake acquisition in an Indian nutraceutical startup focusing on plant-based softgel supplement production, strengthening its international portfolio.

Helaina secured $45 million in Series B to scale production of human-equivalent lactoferrin ingredients targeting women’s health, active nutrition and healthy aging. The round led by Advidity Partners with participation from multiple strategic investors, brings Helaina’s total equity funding to $83 million. The company will establish commercial traction for effera with consumer brands including Levelle Nutrition, Kroma Wellness, Healthgevity and The Feed and through partners such as Mitsubishi International Food Ingredients.

KÄÄPÄ Biotech, a Finnish functional mushroom company, secured a €9 million strategic investment from PeakBridge VC and Zintinus VC to scale its production, operations and vertical integration for its NordRelease mushroom ingredients.

Morus, a Japanese silkworm protein firm, raised $5 million through a third-party allotment of shares to accelerate clinical trials, scale mass production of its bio-ingredient, and expand into ASEAN and EU markets. New investors include Sparx Asset Management Co., Mizuho Capital Co., U-Tokyo Entrepreneur Supporter’s Club Incubation Fund and angel investor Shoji Miyata. Existing investors, DG Daiwa Ventures Inc., SMBC Venture Capital Inc. and Shinkin Capital Co./Shinoshome Shinkin Bank, also participated in this round.

Nutrium secured $12 million in a Series A round led by Vesalius Biocapital to scale its global nutrition solution connecting consumers with dietitians for personalized meal planning and preventive care. The company noted that the timing of the capital infusion is especially notable as soaring healthcare costs driven by obesity and the growing demand for GLP-1 medications make sustainable, expert-led non-pharmaceutical wellness solutions that improve health outcomes essential for employers and executives.

Private equity firm PAI took a majority stake in sports nutrition and supplement company Nutripure from Ardian, highlighting the continued interest of private equity in the sports nutrition space.

resbiotic has raise a total of $14.5 million, including $8 million in Series A this year, supported by major shareholders Sororibus Capital and Biostack Ventures. The new funding was earmarked to expand the company’s product portfolio, scale retail and ecommerce distribution and strengthen its B2B ingredient and formulations business.

Supergut closed a Series B funding to support its goal of doubling its retail footprint from 6,000 to 12,000 stores in 2025. The funding round was led by Full Frame Growth Partners, though the specific amount was not disclosed. Other participants in the investment include Supergut founding investor Dave Friedberg via The Production Board along with Cultivian Sandbox, Strand Equity, Access Capital, Alpha Edison, LivWell Ventures and Rocana Ventures. Full Frame Founder & Managing Partner Bader Alam joined the board of directors.

UK-based Tonic Health secured a £3 million investment to support its growth to fund its mission to “redefine wellness in the supplement aisle”. The investment will be used to support new products, expand retail footprint and double down on Tonic’s content-first approach, which includes the launch of a new podcast with a major broadcaster.

Vivici, the Dutch precision-fermentation startup backed by multinational dsm-firmenich and dairy multinational Fonterra, secured €32.5 million in Series A funding to support its commercial launch in the U.S. market. The funding round was led by APG on behalf of ABP, one of the largest pension funds in the world, and Invest-NL. Vivici shared that the funding would be used to expand its access into new international markets, launch its second dairy protein ingredient and establish long-term manufacturing capabilities.