Church & Dwight Acquires Messy Eater Brand
Church & Dwight Co. has expanded its fabric care portfolio through the acquisition of Miss Mouth's Messy Eater brand.
CEO Rick Dierker said the $325 million deal reflects a high-performance brand that is "uniquely positioned in the digital and social media marketing environment."
"This digitally native brand has industry-leading appeal with Millennial and Gen Z parents looking for safe, effective, eco-friendly cleaning solutions," said Dierker in a statement. "Miss Mouth’s is the type of high-performance brand that is. Authentic, trusted online user reviews are powerful and we believe this will continue to drive gains in Miss Mouth’s market share.”
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In 2025, Miss Mouth recognized approximately $80 million in net sales. Dierker said it has also become the No. 1 stain remover brand on Amazon, with strong customer loyalty and repeat usage fueling rapid growth.
"The strength of the brand in e-commerce has now expanded to multiple U.S. retailers in the first half of 2026,” added Dierker.
This is part of Church & Dwight's acquisition strategy, which focuses on adding No. 1 or No. 2 brands in a proven category with strong margins that are asset-light and can take advantage of the company's global sales, distribution, innovation and operations platforms, according to Dierker.
