Ewing, NJ—Church & Dwight Co., Inc. announced the completion of its strategic review of its vitamin, minerals and supplement (VMS) business and a definitive agreement to sell its VitaFusion and L’il Critters brands to Piping Rock Health Products, Inc. the agreement includes the transferring of ownership of any relevant trademarks and licenses, including the company’s manufacturing and distribution facilities located in Vancouver and Ridgefield, WA, to Piping Rock Health Products, Inc., under the legal advise of Freshfields LLP. The transaction is expected to be completed before the end of 2025.
With VMS brands representing less than 5% of Church & Dwight’s expected net sales for 2025, the deal is expected to result in a one-time, after-tax charge of $40 million to $45 million in the fourth quarter of 2025, net of proceeds, a non-cash impairment, and transition and transaction costs for the company.
Piping Rock: a successful steward
Founded in 2011, Piping Rock has a long heritage in the health and wellness industry, stretching across three generations and spanning more than five decades. The family-owned wellness company is dedicated to delivering premium quality and innovative products to health-conscious consumers worldwide. Piping Rock offers an extensive product catalog, featuring more than 3,000 items with a wide variety of supplements and vitamins available in a many forms, including caplets, tablets, softgels, gummies, liquids, powders, and capsules,
“We believe Piping Rock, a company with deep experience in the vitamin business, will be a successful steward for VitaFusion and L’il Critters. We want to thank all of our dedicated VMS employees for their commitment and contributions to these brands. For the majority who will become Piping Rock employees, we will be watching from the sidelines and wishing you much success,” said Church & Dwight CEO Rick Dierker, in the announcement.
Founded in 1846, Church & Dwight has grown to be the leading U.S. producer of sodium bicarbonate, more commonly known as baking soda. The company’s portfolio of personal care, household, and specialty product brands include Arm & Hammer, Oxiclean, Orajel, Xtra, Waterpik, Zicam, Therabreath, Hero, and Touchland. “This sale immediately makes our company’s portfolio stronger, while enabling even more focus on Church & Dwight’s remaining power brands driving our market-leading performance and our forward-looking growth initiatives,” Dierker concluded.
The deal is being made under the financial advisement of Perella Weinberg and legal advice of Proskauer Rose LLP, and is subject to customary closing conditions.
