Procter & Gamble to buy Thorne for $3.8 billion, CEO tells CNBC
Procter & Gamble has announced the acquisition of supplement brand Thorne for $3.8 billion to expand its health and wellness portfolio. The move targets younger consumers and aligns with the growing market demand for vitamins and supplements.
Why it matters
This acquisition highlights the aggressive expansion of major consumer goods corporations into the premium health and supplement sector to capture younger demographics.
Procter & Gamble is buying supplement brand Thorne for $3.8 billion, CEO Shailesh Jejurikar said on CNBC's "Squawk on the Street."
The acquisition, which is set to be announced Tuesday, is a bid for P&G to grow its health and wellness division. The consumer goods giant already owns several other supplements brands, like Metamucil, Align Probiotic and New Chapter vitamins, which are housed within a broader healthcare division that includes Oral-B and Vicks.
"We are really happy with the asset itself," Jejurikar told CNBC's Sara Eisen. "It's a really well-run operation, and it's been around for a long time."
Thorne was founded in 1984 and went public in late 2021 at a valuation of $525 million. L Catterton then took the company private in 2023 in a deal valued at $680 million. Its annual revenue surpassed $500 million in 2025, according to Thorne.
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