{"id":124703,"date":"2026-09-02T22:36:11","date_gmt":"2026-09-02T22:36:11","guid":{"rendered":"https:\/\/www.europesays.com\/ch\/124703\/"},"modified":"2026-09-02T22:36:11","modified_gmt":"2026-09-02T22:36:11","slug":"hydration-brand-nuun-sold-as-nestle-offloads-supplements-assets-for-1bn","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ch\/124703\/","title":{"rendered":"Hydration brand Nuun sold as Nestl\u00e9 offloads supplements assets for $1bn"},"content":{"rendered":"\n

Nestl\u00e9 has found a buyer for the “mainstream” vitamins, minerals and supplements (VMS) brands it put under review last year. <\/p>\n

The Swiss food giant has agreed to offload the portfolio to US private-equity firm Yellow Wood Partners for SFr800m ($1bn). <\/p>\n

The disposal concludes the process Nestl\u00e9 launched last year for its “mainstream and value VMS brands”. <\/p>\n

Nestl\u00e9 has labelled the portfolio being sold as the “Holistic Health portfolio”. It includes seven brands: Nature’s Bounty, Osteo Bi-Flex, Ester-C, Gard, Puritan’s Pride, Sisu and hydration brand Nuun. <\/p>\n

The company acquired Nuun in May 2021<\/a>, then describing the US business as “a leader in the fast-growing functional hydration category”. <\/p>\n

Ester-C, Nature’s Bounty, Osteo Bi-Flex, Puritan’s Pride and Sisu came as part of Nestl\u00e9’s $5.75bn purchase of The Bountiful Company a month earlier<\/a>. <\/p>\n

Nestl\u00e9 acquired the Gard brand a year earlier when it bought IM Health Science. <\/p>\n

The transaction also includes the associated US private-label supplements business along with “dedicated manufacturing, packaging, warehousing and distribution operations”, according to a statement. <\/p>\n

The so-called “science-led” VMS assets under the brands Solgar and Pure Encapsulations are not part of the transaction. <\/p>\n

Nestl\u00e9 said the assets under the agreement with Yellow Wood generated sales of $1.2bn in 2025, with sales mostly in the US but also Canada and China. <\/p>\n

CEO Philipp Navratil said: “This is another important step in the strategic transformation of our portfolio. <\/p>\n

“We are focusing our resources where we have the strongest competitive advantage. With Nestl\u00e9’s strong innovation and brand-building capabilities, we are well positioned for growth in the premium, science-led VMS space, where brands such as Solgar and Pure Encapsulations continue to perform strongly. <\/p>\n

“At the same time, the category has evolved, and the mainstream VMS business requires a different approach under dedicated ownership.” <\/p>\n

The transaction is subject to regulatory approvals and is expected to close by the first half of next year. <\/p>\n

Meanwhile, in a separate statement, Yellow Wood said the deal represents its sixth “significant carveout acquisition” from a global consumer company, including transactions with Bayer, Reckitt Benckiser, Unilever and Haleon. <\/p>\n

Yellow Wood partner Dana Schmaltz said: “The Holistic Health portfolio provides a group of speciality category leaders in various high-growth sectors of the attractive VMS market, including hydration, gut health and immunity. <\/p>\n

“Operating Holistic Health as a standalone entity will provide the opportunity to leverage the power of each brand to accelerate growth, enhance innovation and strengthen their market positions with consumers and retail partners. <\/p>\n","protected":false},"excerpt":{"rendered":"Nestl\u00e9 has found a buyer for the “mainstream” vitamins, minerals and supplements (VMS) brands it put under review…\n","protected":false},"author":2,"featured_media":124704,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[126],"tags":[2118,199,60951,60952,41,57333,60810,60812,714,60672,60811,60615],"class_list":["post-124703","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nestle","tag-nature","tag-nestle","tag-nuun","tag-osteo-bi-flex","tag-swiss","tag-the-better-health-company","tag-the-bountiful-company","tag-the-holistic-health","tag-us","tag-vms","tag-yellow-wood","tag-yellow-wood-partners"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/117203841037490336","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/124703","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=124703"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/124703\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/124704"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=124703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=124703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=124703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}