Church & Dwight Co., the consumer products company based in Ewing, has announced a definitive agreement to sell its VitaFusion® and L’il Critters® vitamin, minerals, and supplement (VMS) brands. The divestiture follows a strategic review of the VMS business and is part of a plan to sharpen the company’s focus on its larger, market-leading brands.
The two gummy vitamin brands, along with related trademarks, licenses, and manufacturing and distribution facilities in Washington state, will be acquired by Piping Rock Health Products, Inc. The transaction is subject to customary closing conditions and is expected to be finalized before the end of 2025.
Church & Dwight CEO Rick Dierker characterized the sale as a move to strengthen the company’s overall portfolio.
“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.
The VMS brands account for less than 5% of Church & Dwight’s anticipated 2025 net sales. As a result of the transaction, the New Jersey company expects to incur a one-time, after-tax charge of $40 million to $45 million in the fourth quarter of 2025.
