NOW Foods Strengthens Portfolio by Acquiring SuperNutrition
If you follow the supplement industry, you know major mergers and acquisitions are shaking things up. We saw Quest Nutrition sell to Simply Good Foods for a staggering $1 billion in cash, and ONE Brands sold to The Hershey Company for $397 million. In my experience, these are the kinds of deals that reshape the landscape.
The latest major move is the acquisition of SuperNutrition, a family-owned business, by industry giant NOW Foods.
While the financial details weren’t made public, this deal is a smart, strategic play for NOW Foods to strengthen its already massive portfolio.
Disclaimer: This article is for informational purposes only and is not meant to treat or diagnose any condition. It is recommended that you speak with your doctor before starting any exercise program, changing your daily nutrition, or adding any supplements to your regimen.
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Key Takeaways
- Strategic Acquisition: NOW Foods acquired SuperNutrition to absorb a brand known for high-potency multivitamins and expand its global market reach.
- Market Consolidation: This move is part of a larger trend in the supplement industry where big companies are buying smaller brands to gain market share and new product lines instead of focusing on in-house innovation.
- Consumer Impact: For now, the acquisition gives NOW Foods access to SuperNutrition’s formulations. Consumers can likely expect to see these high-quality ingredients integrated into the NOW Foods brand, known for its rigorous quality testing.
NOW Foods is Making Some Serious Moves
Let’s be clear, NOW Foods is a powerhouse in the natural products world. They aren’t some small player. With an estimated annual revenue around $344.4 million and over 1,500 products sold in more than 60 countries, they are a dominant force online and in retail stores.
For decades, they’ve built a reputation for quality and trust. A huge part of this comes from their commitment to rigorous testing and manufacturing standards.
Their facilities have been “A-rated” Good Manufacturing Practices (GMP) certified by the Natural Products Association since 2000. In fact, NOW conducts over 31,000 quality tests each month on raw ingredients and finished products to ensure what’s on the label is actually in the bottle.
So, why acquire SuperNutrition? It was a calculated move to absorb a brand with a strong, specific niche.
SuperNutrition was known for pioneering high-potency, whole-food-based multivitamins. Instead of building a competing line from scratch, NOW Foods simply bought the expertise. According to NOW’s president, the plan is to expand SuperNutrition’s reach into global markets while leveraging their high-end ingredient formulas.
Will We See More Brands Merging Versus Innovating?
This is just my opinion, but I’m confident we’ll see even more brands merge or get acquired in the coming years. The data backs this up.
A late 2025 report from Capstone Partners showed that merger and acquisition activity in the vitamins and supplements market has surged, significantly outperforming the broader consumer industry. Strategic buyers accounted for 80% of those deals.
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Frankly, there isn’t much groundbreaking innovation happening in the core sports nutrition space. Pre-workouts are often a race to the highest stimulant content, and it’s tough to reinvent a protein powder. So what do you do when you can’t innovate? You acquire like what NOW Foods did.
A 2026 report on the nutrition industry noted that established businesses see acquiring brands with loyal followings as the fastest route to diversification and growth. It’s often cheaper and quicker than in-house R&D.
It’s not just supplement brands buying other supplement brands anymore. The really interesting trend is the influx of massive Consumer Packaged Goods (CPG) companies.
Look at the recent activity from 2025 and early 2026.
- Danone: Acquired the meal replacement brand Huel.
- Unilever: Moved to acquire the gummy supplement company Grüns.
- Celsius Holdings: Acquired wellness brand Alani Nu for $1.8 billion.
- Kimberly-Clark: Announced a massive deal to acquire Kenvue, which owns brands like Neutrogena and Tylenol, to create a $32 billion health and wellness company.
These CPG giants see the explosive growth in functional foods and supplements and want a piece of the pie. It’s a clear signal that they view the health and wellness sector as a resilient market with strong margins.
FAQs About NOW Foods
What made SuperNutrition an attractive company for NOW Foods?
SuperNutrition carved out a niche by focusing on high-potency multivitamins based on whole foods, a category that added value to NOW’s extensive product portfolio. This allowed NOW to acquire a loyal customer base and proven formulas without the cost of internal development.
Is NOW Foods considered a good quality brand?
Yes, from my professional standpoint, NOW Foods is a highly reputable brand. They are known for their rigorous quality control, extensive in-house testing, and maintaining a top-tier “A-rated” GMP certification for over two decades. They prioritize quality and safety in their manufacturing processes.
Will SuperNutrition products still be available?
Initially, NOW Foods stated it plans to continue the SuperNutrition line and expand its global distribution. Over time, it’s possible that successful formulas or ingredients from SuperNutrition will be integrated more directly into the main NOW Foods brand.
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