Pantheryx acquires Bayer’s TruBiotics in effort to accelerate probiotic category
The TruBiotics brand will join PanTheryx’s current lineup and ingredient offerings, including Life’s First Naturals, dairy colostrum, and prebiotics. The company said the new addition encompasses a full spectrum of supplements that support digestive and immune health at all stages of life.
“The acquisition of TruBiotics is consistent with our strategy to accelerate growth through acquisitions of synergistic brands in fast-growing strategic categories,” said Wes Parris, president and CEO of PanTheryx.
Opportunity
“There is tremendous opportunity for PanTheryx to expand its consumer product portfolio, especially in the immune, digestive and microbiome categories,” Parris told NutraIngredients-USA. “With our team’s experience building the number one probiotic brand in the world – we have confidence that PanTheryx can accelerate probiotic category growth through investment and innovation.”
Parris also told us that the traditional asset acquisition will allow the company to aggressively expand investment in advertising and selling behind the brand while bringing innovation from both form and efficacy to multiple segments in the probiotics category.
TruBiotics
TruBiotics contains a proprietary blend of probiotic strains Bifidobacterium animalis BB-12 and Lactobacillus acidophilus LA-5. The strain combination is one of the most researched and found to support digestive and immune health.
TruBiotics is available at retailers as well as e-commerce outlets and is one of the most recognized probiotics brands in the US.
In fact, a new Technavio report on the probiotics market named Bayer AG one of the top 5 probiotic dietary supplements companies.
“We are pleased that Bayer is entrusting PanTheryx with the future of this highly respected probiotic brand,” said David Abramson, executive chairman of the board of PanTheryx. “We could not be more energized by this naturally synergistic acquisition. With the leader of our management team having previously led the building of the number one probiotic brand in the world, we look forward to rapidly accelerating market penetration of TruBiotics. We anticipate strong growth in the U.S., and additionally in other major international markets and new distribution channels globally. With many years of experience in the immune health, digestive health, and microbiome category, PanTheryx is ideally positioned to ensure TruBiotics reaches its full potential within the health and wellness sector.”
Market
The global probiotics market is expected to reach $77 billion by 2025, according to Grandview Research. The report credits the growth of this market to heightened awareness of preventive healthcare among consumers, research focused on the multiple health benefits of probiotics and increased use of probiotics as alternatives to antibiotics.
“We are excited about this pivotal point in the evolution of PanTheryx and look forward to accelerating TruBiotics growth and solidifying it as a world class leading brand of high-quality probiotics,” Parris said.
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