Unilever Acquires “Holistic Wellness and Lifestyle” Platform Onnit
Yesterday CPG conglomerate Unilever announced it would acquire Onnit, a producer of food, beverage and supplement products designed for fitness-focused consumers. Terms of the deal were not disclosed but Unilever stated the brand will maintain its Austin headquarters and continue to be led by CEO Jason Havey. Founder Aubrey Marcus will also continue on as a brand ambassador and advocate.
Founded in 2010, Onnit’s products are sold in retailers including Whole Foods Market, Amazon, CVS, Sprouts and Vitamin Shoppe. The brand has dozens of supplement focused offerings — including capsules, protein powders and MCT oils — but also sells protein bars and bites, coffee beans, protein puffs, a healthy-fat-enhanced nut butter and several meat snacks that offer consumers functional benefits in less medicinal form factors.
According to a press release from Unilever, its “hero product” is Alpha Brain, a nootropic that claims to assist consumers with memory and focus. Supplements catering to the brain health trend have risen in popularity over the past year, with consumers increasingly looking for help focusing during a chaotic time. Research firm The Hartman Group found in a 2020 study that 40% of consumers say they are “actively managing their cognitive health or performance” with Gen Z shoppers most interested in doing so.
Onnit relies heavily on content marketing to draw in new consumers, investing marketing dollars in what Unilever says is a “destination website.” With articles about health, wellness and fitness, two podcasts, videos series, and a recipe database, the website has over one million visitors per month, Unilever said in the release. These shoppers also are able to purchase Onnit branded or endorsed fitness equipment and clothing.
Onnit’s acquisition comes as many large companies are looking for health and wellness brands that offer content-rich lifestyle solutions. Nestle acquired Vital Proteins last year, which has expanded beyond its initial collagen powders into bars, beverages and, most recently, gummies. Meanwhile, Simply Good Foods acquired Quest Nutrition in 2019, expanding that brand into new frozen, snacking and confection products. Marketing for these brands often focuses on social media content, affiliate programs or big name brand ambassadors.
Unilever has also acquired several other wellness brands (each with strong marketing chops) in the 18 months, including Smarty Pants Vitamins, Liquid IV and Welly Health PBC.
“Onnit is a leading brand in the fast-growing nootropics segment. With its holistic health offering and digital-first model, Onnit perfectly complements our growing portfolio of innovative wellness and supplement brands,” Peter ter Kulve, President of Home Care and Health & Wellbeing at Unilever said in a release.
