Charlotte, NC— Omni-channel health and wellness platform, Wellful, has announced its acquisition of Ancient Nutrition from VMG Partners, Hillhouse Investment, and other unit holders. The procurement of the natural channel collagen brand will expand Wellful's distribution footprint into the natural retail channel and strengthen its omnichannel presence within several vitamin, mineral, and supplements categories.
"We are thrilled to bring Ancient Nutrition onto the Wellful platform," shared Brandon Adcock, CEO of Wellful. "The Ancient Nutrition team has done a phenomenal job of building a scaled brand with considerable future growth potential. Ancient Nutrition fundamentally stands for something within the industry and delivers real results to its customers. We’re very excited to further strengthen the brand and to expand the product portfolio that customers have come to know and trust."
The Ancient Nutrition Brand
Ancient Nutrition was created to provide universal access to superfoods through high-quality supplements. The company's CEO, Colt Morton, will continue in his leadership role under the new deal, and shared his enthusiasm for the deal: “I couldn’t be prouder of what our team has achieved and the momentum we continue to experience as the fastest-growing VMS brand in the natural channel... Partnering with Wellful marks an exciting new chapter in our journey. Wellful’s resources and our shared vision for innovation position Ancient Nutrition to bring our mission to even more people while staying true to the values and culture that have brought us here.”
Jordan Rubin, co-founder of Ancient Nutrition, expressed appreciation for the brand's former partnership. “I am proud of how far Ancient Nutrition has come in our mission to Save the World with Super Foods and look forward to seeing our innovative products become a staple in every North American household and beyond. I’ve appreciated the partnership with VMG and Hillhouse Investment in helping us build one of the leading brands in the natural products industry.”
Dr. Josh Axe, co-founder of Ancient Nutrition, shared in his partners sentiment's. “I’ve dedicated my life to educating others on how to achieve their health objectives and Ancient Nutrition has been an incredible platform to help bring this dream into reality," Dr. Axe said. "VMG and Hillhouse Investment brought instrumental resources in helping us achieve our goals.”
