Procter & Gamble set to acquire wellness brand Thorne in USD 3.8B deal
The proposed deal would strengthen P&G Health Care’s ability to respond to rising consumer demand for self-care, preventive health and personalised wellness.
USA – Procter & Gamble (P&G) has entered into a definitive agreement to acquire the science-driven wellness company, Thorne.
The proposed transaction would strengthen P&G’s Health Care portfolio as consumer interest in self-care, preventive health and personalised wellness continues to increase.
As more consumers seek dependable ways to manage their health, scientific evidence, product quality and the credibility provided by healthcare professionals are becoming increasingly significant.
Paul Gama, P&G’s Chief Executive Officer for Health Care, said Thorne had developed a highly trusted position in the personalised health market.
He explained that the proposed acquisition could help make Thorne’s science-backed wellness products available to a broader consumer audience while preserving and advancing the quality, credibility and innovation that have driven the brand’s success.
Thorne has built a strong standing among consumers, healthcare practitioners and professional partners through its emphasis on scientific discipline, high product standards and ongoing innovation.
Its portfolio includes supplements and personalised health solutions developed with support from healthcare practitioners and professional partners.
These strengths make the company a complementary addition to P&G’s Health Care portfolio and support P&G’s wider goal of helping consumers improve their everyday health and well-being.
The transaction remains subject to customary closing conditions, including regulatory approvals. Completion is expected later in calendar year 2026.
This move comes shortly after Procter & Gamble acquired Wonderbelly, an Austin-based “free-from” digestive wellness brand, and integrated it into its Personal Health Care portfolio to broaden its over-the-counter (OTC) digestive relief offerings and appeal to consumers seeking cleaner-label formulations.
Founded in 2021 by brothers Lucas and Noah Kraft, Wonderbelly offers antacids, gas and bloat relief, and multi-symptom digestive support formulated without artificial dyes, talc, titanium dioxide, artificial sweeteners, and parabens, and is vegan and non-GMO.
The brand slots alongside P&G’s established digestive wellness names, Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic, and Rolaids, as P&G seeks to meet evolving consumer preferences for transparent ingredient lists and modern brand experiences in the OTC aisle.
The deal is part of a wider push by legacy CPG companies to refresh traditional health categories with cleaner formulations, design-forward branding, and wellness-led messaging, while leveraging P&G’s scale in R&D, go-to-market, and supply chain to accelerate growth.
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