P&G Scoops Up Thorne Supplements Maker for $3.8 Billion

Consumer goods giant Procter & Gamble (P&G) is deepening its push into health and wellness by acquiring supplements maker Thorne for $3.8 billion in cash from L Catterton, a private equity firm backed by LVMH.

The deal marks a major expansion of P&G's presence in the vitamins, minerals, and supplements (VMS) sector, which is growing rapidly due to increasing demand for self-care products.

P&G rival Unilever recently announced its own acquisition in this space, buying US-based nutritional supplements brand Gruns for an undisclosed amount. Nestlé is also reviewing its low-growth VMS brands.

Critics say P&G's entry into the market could lead to a price war and reduced profit margins, but analysts argue that premium nutritional supplements offer a way for companies like P&G to reach younger consumers who are increasingly prioritizing health and wellness.