Church & Dwight Co., Inc. has entered into a definitive agreement to sell its VitaFusion and L’il Critters brands to Piping Rock Health Products, Inc. The sale includes the transfer of trademarks, licenses, and manufacturing and distribution facilities located in Vancouver and Ridgefield, Washington.
The deal is expected to close by the end of this year, pending customary closing conditions.
Rick Dierker, chief executive officer of Church & Dwight, commented on the transaction: “We believe Piping Rock, a company with deep experience in the vitamin business, will be a successful steward for VitaFusion and L’il Critters. We want to thank all of our dedicated vitamin, minerals and supplement (VMS) employees for their commitment and contributions to these brands. For the majority who will become Piping Rock employees, we will be watching from the sidelines and wishing you much success.”
He added: “This sale immediately makes our company’s portfolio stronger, while enabling even more focus on Church & Dwight’s remaining power brands driving our market-leading performance and our forward-looking growth initiatives.”
According to Church & Dwight, the VMS brands account for less than 5% of its projected net sales for 2025. Following this transaction, the company anticipates a one-time after-tax charge between $40 million and $45 million in the fourth quarter of 2025. This figure accounts for net proceeds from the sale as well as non-cash impairment and transition or transaction costs.
Perella Weinberg served as financial advisor to Church & Dwight during this process. Legal counsel was provided by Proskauer Rose LLP for Church & Dwight and Freshfields LLP for Piping Rock.
