After a strategic review of its vitamins, minerals and supplements (VMS) business, Church & Dwight (Ewing, NJ) announced a definitive agreement to sell VitaFusion and L’il Critters to Piping Rock Health Products (Bohemia, NY).
The agreement includes the brands, relevant trademarks and licenses, and the manufacturing and distribution facilities in Vancouver, WA and Ridgefield, WA. Church & Dwight expects to receive a post-tax charge of $40-45 million after the closure.
“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 Rick Dierker, CEO of Church & Dwight’s.
Church & Dwight was originally founded in 1846 as a leading producer of baking soda (sodium bicarbonate). It owns various personal care, household and specialty products such as Arm & Hammer, Trojan, OxiClean, Spinbrush, First Response, Nair, Orajel, Xtra, Batiste, 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 said.
For more information, visit www.churchdwight.com or www.pipingrock.com.
