US-based premier wellness-focused platform Impetus Wellness Group has acquired Reliance Vitamin from Swander Pace Capital (SPC), a private equity firm investing in consumer products companies.
Reliance is a manufacturer of private-label and co-manufactured vitamins, minerals, and supplements (VMS) products, including plant protein, probiotics, and hydration products.
It serves a wide range of independent natural retailers, grocery chains, and premier consumer packaged goods (CPG) brands.
SPC partnered with Reliance founder Phil Vigeant and invested in the company through its Branch Brook Holdings partnership with Jefferson Capital and United Natural Foods.
SPC Director Alex Litt said: “The team’s commitment to quality and the ability to deliver new and exciting innovation has been impressive. We wish the Reliance Vitamin team well and are confident they will continue to deliver strong results in the years to come.”
Reliance Vitamin CEO Linda Naselli said: “The strategic investments made under SPC’s ownership have strengthened Reliance’s position as a key player in the nutritional supplement industry, setting the stage for continued growth and innovation under Impetus’s stewardship.”
Upon completion of the transaction, Impetus launched its VMS platform with Reliance Vitamin.
As a part of the platform, Reliance will continue to operate under its established brand, under the leadership of CEO Linda Naselli.
Led by industry experts with backing from AEA Investors’ Small Business Private Equity (AEA SBPE), Impetus is focused on strengthening companies in the VMS space.
The company plans to continue its expansion by partnering with additional VMS manufacturers to strengthen its position as a leader in the evolving health and wellness industry.
Lincoln served as the exclusive financial advisor and McGuire Woods as legal counsel to Reliance Vitamin, on this transaction.
Naselli said: “Our focus on product offering innovation and manufacturing capacity expansion, among other advancements, has enabled us to meet growing demand and win market share.
“Joining forces with Impetus Wellness Group represents an exciting next step for Reliance, and we look forward to continuing to grow and provide industry-leading services to our customers as part of the Platform.”
AEA SBPE team partner Ben Althaus said: “With the experienced leadership of BK, Andy, and Chris, we believe Impetus is well-positioned to capitalise on the opportunity in the highly fragmented VMS market.
“We look forward to leveraging our combined expertise to support the long-term growth of Reliance and other strong businesses in the space moving forward.”
