USA | Founded in Austin, Texas, in 2021 by brothers Lucas and Noah Kraft, Wonderbelly was born from a deeply personal need to rethink digestive medicine and frustration at the lack of “free-from” options in the OTC aisle.
By pairing a transparent label philosophy with strong consumer engagement, aesthetically considered packaging, and a mission to help destigmatise digestive health conversations, Wonderbelly has grown rapidly and built a loyal following.
At the same time, P&G’s innovation strategy is anchored in an unwavering dedication to addressing real consumer needs and elevating daily life and the acquisition of Wonderbelly illustrated this.
“Bringing Wonderbelly into the PHC digestive wellness portfolio complements our existing brands, helping us to meet the needs and preferences of an even wider range of consumers,” said Phil McWaters, SVP of P&G Personal Health Care.
“Wonderbelly's innovative approach, coupled with P&G's deep expertise in innovation, go-to-market strategies, and supply chain, creates a significant opportunity to accelerate the brand's growth.”
Wonderbelly will join P&G’s robust digestive wellness portfolio, which includes leading brands such as Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic, and Rolaids.
Its vegan, non-GMO products, including antacids, gas and bloat relief, and multi-symptom relief, are available in fun, great-tasting flavours like Strawberry Milkshake and Mango Smoothie, and packaged in recyclable containers.
“We are elated for Wonderbelly to be part of the P&G family and can’t wait to see how they accelerate the vision,” said Lucas Kraft, Co-Founder of Wonderbelly.
“We saw a consumer need, took a big shot and were delighted to see the response from the market. By joining P&G, Wonderbelly is gaining the ability to do more of what we set out to do: Help even more folks with their stomach issues.”
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