P&G to acquire Thorne in premium wellness play

Procter & Gamble has agreed to acquire Thorne, a dietary supplement manufacturer, from L Catterton’s Flagship Fund for $3.8 billion, strengthening its position in science-backed wellness and personalized health. Thorne, which has experienced rapid growth and now generates over $500 million in annual revenue, has shifted its focus to younger consumers seeking performance-oriented, personalized health solutions. The acquisition follows Thorne’s expansion under private equity ownership, marked by product innovation and a generational shift in the supplement market from boomers to millennials and Gen Z. The deal is expected to close later this year, pending regulatory approvals.