UP4 is a successful consumer brand that features a full line of probiotic products positioned for a range of consumer groups and health conditions, and will complement i-Health’s Culturelle probiotic brand, said Wes Parris, i-Health’s CEO.
“The probiotic category has grown aggressively, and Culturelle has outpaced that growth, and we’re committed to innovation and investment in the category, like with our Culturelle chewables and Pro-Well with omega-3s,” Parris told NutraIngredients-USA. UP4 is the perfect complement to Culturelle, he added: “UP4’s positioning to consumer segments is different to Culturelle, and there is a different price point.”
i-Health will keep the brands separate because they are positioned for different consumer demographics, said Parris. Terms of the deal are confidential.
According to Euromonitor International, Culterelle is the number three probiotic supplement product in the world based on retail value. Other i-Health brands include AZO, an OTC brand for urinary tract health and Estroven, an all-natural supplement brand addressing the symptoms of menopause.
“The acquisition of the successful, fast growing and scientifically supported UP4 brand of probiotics will expand and accelerate i-Health’s leadership position in the probiotic category” said Parris.
“I am excited about the prospect of delivering even more new growth platforms based on strong science and innovation into the fast growing probiotic category.”
Kevin Mehring, the CEO of UAS Labs, added: “I am thankful and proud of the talented and passionate team at UAS Labs that built UP4 Probiotics into a compelling brand that resonates with today’s consumers. Their efforts helped expand the brand in health food stores plus gain distribution in Target, grocery and specialty supplement stores nationwide.
“We know the experienced team at i-Health, will build upon this growth and take the UP4 brand to the next level ultimately helping more consumers live a healthier life with our probiotic based solutions.”
Mehring added: "UAS Labs remains a global player with our state-of-the-art facility and team focused on probiotic contract manufacturing. We offer scientifically documented, probiotic solutions with complete formulations and single strains such as LRC and DDS-1.
"We still maintain ownership of the Cardioviva brand and continue to pursue parties outside of the US interested in licensing it in their particular markets or want a private label solution with LRC."