Procter & Gamble has agreed to purchase supplement brand Thorne for $3.8 billion, marking a major expansion into the fast-growing wellness market as consumer demand for health-focused products surges. According to P&G CEO Shailesh Jejurikar, who spoke on CNBC’s “Squawk on the Street,” the acquisition is set to be announced Tuesday and represents a strategic bid to capture younger demographic groups through premium health assets.
P&G Expands Health and Wellness Portfolio with Thorne Purchase
The consumer goods giant already maintains an established footprint in the supplement and healthcare sector. P&G currently owns well-known brands such as Metamucil, Align Probiotic, and New Chapter vitamins, which operate inside a broader healthcare division alongside Oral-B and Vick’s, according to company data.
“We are really happy with the asset itself,” Jejurikar told CNBC’s Sara Eisen during the broadcast, describing Thorne as a “really well-run operation” with a long operating history.
Thorne’s Revenue Growth and Market Trajectory
Founded in 1984, Thorne experienced several corporate transitions before reaching this $3.8 billion valuation. The company initially went public in late 2021 at a valuation of $525 million, according to historical filings. Subsequently, investment firm L Catterton took the enterprise private in 2023 through a transaction valued at $680 million. By 2025, Thorne’s annual revenue surpassed $500 million, based on company figures.
Thorne CEO Colin Watts noted in earlier CNBC interviews this year that the brand held the potential to scale into a billion-dollar business within the next few years. Market data indicates that the majority of Thorne’s revenue originates from shoppers under the age of 40, driven heavily by a surge in direct-to-consumer sales.
Did you know? Thorne was originally founded in 1984 and has grown its customer base significantly among demographics under the age of 40 through robust direct-to-consumer channels.
Industry Competitors Capitalize on the Wellness Movement
Vitamins and dietary supplements have seen a substantial rise in popularity as consumers increasingly target specific health outcomes, ranging from sleep optimization to daily energy levels. This cultural shift has found prominent backing in the “Make America Healthy Again” movement spearheaded by Health and Human Services Secretary Robert F. Kennedy Jr., who has publicly acknowledged taking a wide array of vitamins.
P&G’s acquisition mirrors similar moves across the consumer goods landscape. Earlier this year, competitor Unilever acquired Grüns, a gummy supplement brand, in an effort to capture market share from the booming wellness sector.
Financial Context and Shareholder Response
While Thorne will represent a relatively small component of P&G’s expansive global portfolio, the transaction underscores corporate goals to secure relevant, premium brands that resonate with younger buyers. The acquisition comes at a time when P&G faces stagnant volume growth; during the company’s latest quarter, overall volume remained flat and resulted in worse-than-expected revenue figures, with the health care segment ranking as the worst performer on a volume basis.
Following the announcement details shared on CNBC by Jejurikar and reporting by CNBC’s Gabrielle Fonrouge, shares of P&G traded up less than 1% during morning sessions on Tuesday.
Pro Tip: When evaluating consumer goods acquisitions, analysts closely monitor volume growth in specific divisions like healthcare to gauge whether brand additions successfully offset stagnant legacy product lines. Read more business insights in our latest business news section.
Frequently Asked Questions
How much is P&G paying for Thorne?
Procter & Gamble is acquiring Thorne for $3.8 billion, according to statements made by P&G CEO Shailesh Jejurikar on CNBC.
What are some other supplement brands owned by P&G?
P&G’s healthcare division already houses familiar brands including Metamucil, Align Probiotic, and New Chapter vitamins.
Who is the primary consumer base for Thorne products?
The majority of Thorne’s revenue is generated from shoppers under the age of 40, supported by strong direct-to-consumer sales channels.
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