P&G to Grow Wellness Portfolio With Wonderbelly Acquisition
Procter & Gamble is purchasing Wonderbelly, a digestive health brand that produces over-the-counter (OTC) medicines for heartburn, gas, bloating and upset stomach. This expands P&G's presence in the wellness space, adding to an existing portfolio of brands such as Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic and Rolaids.
Wonderbelly is a Texas-based company that was founded in 2021 by two brothers, Lucas and Noah Kraft. They sought to rethink digestive medicine when they faced a lack of additive-free options in the OTC aisle. Wonderbelly's brands are free of artificial dyes, talc, titanium dioxide, artificial sweeteners and parabens — and are also vegan and non-GMO.
P&G set its sights on the acquisition amid a shift in consumer preferences toward functional wellness that would likely embrace Wonderbelly's transparent labeling, eco-friendly packaging and destigmatized conversations around digestive health.
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Consumers are increasingly looking for products that support holistic and functional approaches to wellbeing, prioritizing their gut health for 2026, according to Innova Market Research. Fifty-nine percent of consumers said gut health is very important for the entire body and it ranked as Innova’s No. 2 trend for the year.
“Bringing Wonderbelly into the PHC digestive wellness portfolio complements our existing brands, helping us to meet the needs and preferences of an even wider range of consumers,” Phil McWaters, SVP of P&G's personal health care business, said in a statement. “Wonderbelly's innovative approach, coupled with P&G's deep expertise in innovation, go-to-market strategies and supply chain, creates a significant opportunity to accelerate the brand's growth.”
