Procter & Gamble will acquire supplements brand Thorne for $3.8 billion, CEO tells CNBC

Procter & Gamble announced their acquisition of supplement brand Thorne for $3.8 billion, as CEO Shailesh Jejurikar disclosed on CNBC's "Squawk on the Street." The deal aims to bolster P&G's health and wellness division, which already encompasses brands like Metamucil, Align Probiotic, and New Chapter vitamins. Jejurikar expressed satisfaction with Thorne, praising its solid management and lengthy history.

Founded in 1984 and going public in late 2021 at a valuation of $525 million, Thorne was later taken private by L Catterton in 2023 for $680 million. The company's annual revenue topped $500 million in 2025, exceeding $500 million. Thorne CEO Colin Watts forecasted the potential for the brand to reach a billion dollars in value within the next few years.

Thorne's consumer base primarily consists of individuals under the age of 40, and the company has experienced growth in direct-to-consumer sales. The popularity of vitamins and supplements has surged, driven by consumers seeking to enhance various aspects of their health, from sleep to energy levels. The "Make America Healthy Again" movement, spearheaded by Health and Human Services Secretary Robert F. Kennedy Jr., has also capitalized on the trend, with Kennedy himself taking numerous vitamins.

P&G is among the latest consumer giants to acquire a promising startup, following Unilever's purchase of Grüns, a gummy supplement brand. While Thorne will be a minor component of P&G's portfolio, the acquisition illustrates the company's strategy of acquiring relevant, premium brands to attract younger consumers. P&G's current quarter saw flat volume, resulting in revenue that fell short of expectations, with its healthcare segment underperforming. P&G's shares rose slightly in early trading on Tuesday.