Ewing-based Church & Dwight Co., Inc. announced that it has finished a strategic review of its vitamin, minerals and supplement (VMS) business and reached a definitive agreement to sell the VitaFusion and L’il Critters brands to Piping Rock Health Products, Inc.
This agreement includes the brands, relevant trademarks and licenses, as well as the company’s manufacturing and distribution facilities in Vancouver and Ridgefield, Washington.
The transaction, which is subject to customary closing conditions, is expected to close before the end of this year.
“We believe Piping Rock, a company with deep experience in the vitamin business, will be a successful steward for VitaFusion and L’il Critters,” said Rick Dierker, Church & Dwight’s chief executive officer. “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.
“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.”
The VMS brands represent less than 5% of Church & Dwight’s anticipated 2025 net sales. As a result of this transaction, Church & Dwight expects to incur 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.
Perella Weinberg acted as financial advisor to Church & Dwight, and Proskauer Rose LLP acted as legal advisor. Piping Rock was advised by Freshfields LLP as legal advisor.
