M&A· News #11
● M&AP&G acquires clean-label digestive wellness brand Wonderbelly
January 2026 — P&G added Austin-based Wonderbelly (founded 2022 by Lucas and Noah Kraft) to its Personal Health Care portfolio alongside Metamucil, Pepto-Bismol, and Align Probiotic. Terms undisclosed. Wonderbelly removes dyes, titanium dioxide, talc, and artificial sweeteners from antacid formulas while maintaining clinical efficacy — proof that the 'clean label' philosophy has migrated from beauty into mainstream OTC medicine and is now a mass-market acquisition criterion.
Source
Industry press
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Sources
- 01P&G acquires Wonderbelly (January 2026)