P&G Buys Thorne in Record-Breaking Wellness Deal

Procter & Gamble (P&G) has made a significant move in the health and wellness market by acquiring Thorne, a leading premium supplements brand. The $3.8 billion all-cash deal underscores P&G's strategy to accelerate growth in higher-margin wellness categories.

The acquisition expands P&G's portfolio of wellness brands, which already includes New Chapter, Metamucil, and Align Probiotic. Thorne was taken private by L Catterton in a $680 million transaction in 2023 and is expected to generate approximately $650 million in sales this year.

The deal delivers a substantial return for L Catterton amid heightened consolidation in the vitamins, minerals, and supplements (VMS) market. Major consumer goods companies are increasing investments to expand their health-focused product offerings.