CINCINNATI — Procter & Gamble is excited to announce its acquisition of Wonderbelly, a “free-from” digestive wellness brand known for its innovative approach to over-the-counter (OTC) products.
"At P&G, our innovation strategy is anchored in an unwavering dedication to addressing real consumer needs and elevating daily life. This philosophy is illustrated by the addition of Wonderbelly, a “free-from” digestive wellness brand known for its innovative approach to over-the-counter (OTC) products, to our portfolio. This acquisition reinforces P&G’s commitment to providing a diverse range of health solutions while addressing evolving consumer preferences," P&G said on a blog post.
A New Approach to Digestive Wellness
Wonderbelly has quickly established itself in the market with a distinctive portfolio of digestive medicines that are free of artificial dyes, talc, titanium dioxide, artificial sweeteners, and parabens. Its vegan, non-GMO products including antacids, gas and bloat relief, and multi-symptom relief, are available in fun, great-tasting flavors like Strawberry Milkshake and Mango Smoothie, and packaged in recyclable containers.
“Bringing Wonderbelly into the PHC digestive wellness portfolio complements our existing brands, helping us to meet the needs and preferences of an even wider range of consumers,” said Phil McWaters, SVP of P&G Personal Health Care. “Wonderbelly's innovative approach, coupled with P&G's deep expertise in innovation, go-to-market strategies, and supply chain, creates a significant opportunity to accelerate the brand's growth.”
Wonderbelly will join P&G’s robust digestive wellness portfolio, which includes leading brands such as Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic, and Rolaids.
A Mission to Destigmatize Digestive Health
Founded in Austin, Texas in 2021 by brothers Lucas and Noah Kraft, Wonderbelly was born from a deeply personal need to rethink digestive medicine and frustration at the lack of “free-from” options in the OTC aisle.
By pairing a transparent label philosophy with strong consumer engagement, aesthetically considered packaging, and a mission to help destigmatize digestive health conversations, Wonderbelly has grown rapidly and built a loyal following.
“We are elated for Wonderbelly to be part of the P&G family and can’t wait to see how they accelerate the vision,” said Lucas Kraft, Co-Founder of Wonderbelly. “We saw a consumer need, took a big shot and were delighted to see the response from the market. By joining P&G, Wonderbelly is gaining the ability to do more of what we set out to do: Help even more folks with their stomach issues.”
Learn more about Wonderbelly’s lineup of available products on Wonderbelly.com and look for all of P&G’s Personal Health Care products on store shelves.
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