Clorox Did Homework On Becoming 'Emerging' Supplements Leader Before Buying Nutranext

“We love that we’re in differentiated segments here, emerging segments, not single letter vitamins, but product benefits that are scientifically grounded and that start to have a really strong following among consumers,” Clorox CEO Bennor Dorer says of the firm's recent Nutranext acquisition. He explained the “rationale” for buying a business that competes in a “fragmented category” without a brand leader during Clorox' third-quarter earnings briefing.

[Clorox Co.]’s acquisition of health and wellness firm Nutranext LLC brings strong capabilities in the direct-to-consumer arena and offers opportunities for the firm to expand its business internationally, says CEO Benno Dorer.

Expected to close by June 30, the deal includes Nutranext’s dietary supplement brands Rainbow Light, the No. 2 line in...

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