The health and wellness sector has seen consistent growth in recent years, making acquisitions and mergers a frequent headline. One such significant event occurred in early 2025, when Wellful, Inc. announced its acquisition of Ancient Nutrition. This move brought one of the fastest-growing supplement brands into the portfolio of a major omnichannel wellness company, backed by a focused private equity firm.
The Details of the Ancient Nutrition Acquisition
The transaction, announced on January 7, 2025, confirmed that Wellful, Inc. had acquired Ancient Nutrition from its previous investment partners, VMG Partners and Hillhouse Investment. Wellful, an omnichannel health and wellness platform, is itself a portfolio company of Kainos Capital, a private equity firm specializing in the food and consumer sector. The financial terms of the deal were not publicly disclosed.
Key Players in the Deal
- Wellful, Inc.: As the purchasing company, Wellful is a premier health and wellness platform with a diverse brand portfolio. It focuses on innovative technology and scientifically formulated solutions to improve consumer health.
- Ancient Nutrition: Founded in 2016 by Dr. Josh Axe and Jordan Rubin, the company is known for its high-quality protein and gut health supplements, and its commitment to regenerative agriculture.
- Kainos Capital: The private equity firm behind Wellful, Kainos Capital, has significant experience in the food and consumer industries, with the Ancient Nutrition acquisition positioning Wellful as the largest independent VMS (Vitamin, Mineral, and Supplement) platform in North America.
- Colt Morton: Ancient Nutrition's CEO, Colt Morton, continued to lead the business after the acquisition, ensuring continuity and a smooth transition into the Wellful family of brands.
A Historical Timeline of Ownership
To fully appreciate the significance of this acquisition, it helps to understand Ancient Nutrition's journey to this point. The company was co-founded by two prominent figures in natural health, who initially self-funded their venture before attracting major investment.
- 2016: Ancient Nutrition is founded by Dr. Josh Axe and Jordan Rubin.
- 2018: The company receives a substantial $103 million minority investment from a group of investors led by VMG Partners, alongside Hillhouse Investment, ICONIQ Growth, and others. This investment fuels significant growth and brand expansion.
- 2025: VMG Partners and Hillhouse Investment exit their positions as Wellful, Inc. completes the acquisition, taking full ownership of Ancient Nutrition.
The Wellful Brand Family
With the addition of Ancient Nutrition, Wellful's portfolio has become even more comprehensive. Its family of brands now includes:
- Ancient Nutrition: Supplements focused on collagen, gut health, and protein.
- Nugenix: A men's health and vitality brand.
- Nutrisystem: A popular weight management program acquired in July 2023.
- Peptiva: A brand specializing in probiotic sleep formulas.
- Instaflex: Supplements focused on joint support.
- Super Beta Prostate: A brand targeting prostate health.
- Doctors' Preferred: A line of science-backed dietary supplements.
- Jenny Craig: The weight loss brand, also part of Wellful's acquisitions.
A Strategic Move for Market Leadership
The acquisition was a strategic maneuver designed to expand Wellful's market dominance, particularly in the VMS and natural retail channels. Ancient Nutrition's respected brand recognition and focus on regenerative agriculture provided a strong complement to Wellful's existing portfolio, which is heavily invested in direct-to-consumer and retail channels.
This consolidation is particularly relevant given the rapid growth of the supplement market. By combining their resources, Wellful aims to leverage Ancient Nutrition's brand equity and product innovation to achieve greater scale and reach more consumers. The continued leadership of Colt Morton also suggests a commitment to preserving the brand's core identity and mission, even under new ownership.
Comparison: Ancient Nutrition Before and After Acquisition
| Feature | Before Acquisition (Pre-2025) | After Acquisition (Post-2025) |
|---|---|---|
| Owner | Founders (Dr. Axe & Jordan Rubin) and Investors (VMG Partners, Hillhouse) | Wellful, Inc. (a Kainos Capital company) |
| Parent Company | Not applicable (operated independently with investment backing) | Kainos Capital |
| Primary Business Focus | High-quality supplements, regenerative agriculture | High-quality supplements, integrated within a larger wellness platform |
| CEO | Colt Morton | Colt Morton (retained post-acquisition) |
| Distribution | Natural retail channel and e-commerce | Expanded omnichannel presence and broader retail reach |
| Mission | Focused on superfoods and healing the planet | Integrated into Wellful's broader mission of promoting health and wellness |
The Path Forward for Ancient Nutrition
The acquisition positions Ancient Nutrition to benefit from Wellful's extensive resources, including its robust supply chain, marketing capabilities, and diversified distribution channels. For consumers, this could mean increased product availability and potential for innovation, while the brand's core values, including its commitment to regenerative agriculture through the R.A.N.C.H. project, are expected to continue. The integration into a larger platform also suggests a future where Ancient Nutrition products may become even more accessible, solidifying its place in the mainstream wellness market.
Conclusion: A New Chapter for Ancient Nutrition
Wellful, Inc.'s purchase of Ancient Nutrition marks a significant milestone for both companies and the broader health and wellness industry. The deal demonstrates a strategic effort to consolidate leadership in the supplement sector, with Kainos Capital's backing providing a powerful foundation for growth. For the brand's loyal customers, the transition ensures that Ancient Nutrition's commitment to quality products, inspired by ancient wisdom and backed by modern science, remains a priority under its new corporate home.
Learn more about the brand directly from their official site: Ancient Nutrition.
