As a further confirmation of multinationals moving towards health in their portfolios, Unilever has purchased Los Angeles-based SmartyPants® vitamins.  Founded in 2011 by Courtney and Gordon Gould, the company has established a reputation for ‘natural’ products.  The SmartyPants® range claims sustainability, freedom from synthetic colors, flavors and preservatives and emphasizes non-GMO origin. Among other claims, SmartyPants® vitamins has partnered with Vitamin Angels, a non-profit organization to provide supplements for expectant mothers in need.

Peter Ter Kulve, President of Health and Well Being at Unilever stated that their acquisition "compliments Unilever’s portfolio of brands in the functional nutrition and supplements segment". 

The SmartyPants® brand joins Horlicks and Health Care Nutrition Products acquired from GlaxoSmithKline.