Big Vitamin Deal: Church & Dwight Offloads VitaFusion & L'il Critters to Piping Rock

After wrapping up its strategic review of the vitamins, minerals, and supplements (VMS) division, Church & Dwight Co., Inc. has pulled the trigger on a major divestment. The company just inked a definitive deal to hand over its beloved VitaFusion and L’il Critters brands to Piping Rock Health Products, Inc.

What’s Included in the Sale

The agreement isn’t just about the brand names—it’s a full package deal. Piping Rock is getting the VitaFusion and L’il Critters trademarks, all associated licenses, plus the manufacturing and distribution infrastructure Church & Dwight built in Vancouver and Ridgefield, Washington. Basically, the buyer gets the whole operation ready to go.

Financial Impact and Timeline

Here’s the financial reality: these VMS brands represent less than 5% of Church & Dwight’s projected 2025 net sales, so the company isn’t losing a major revenue driver. However, the sale will sting a bit on the books. Church & Dwight expects to record a one-time, after-tax charge between $40 million to $45 million in Q4 2025. This hit covers the net proceeds from the sale, non-cash impairment charges, and all the transition and transaction costs involved.

What’s Next

The deal is still subject to standard closing conditions, but both sides are confident it’ll be finalized before 2025 wraps up. For Piping Rock, this acquisition means a major leap into the gummy and children’s supplement market—two segments with solid consumer demand and growth potential.

The move signals Church & Dwight’s broader strategy: focus on core strengths while shedding underperforming or non-core segments. For investors tracking the company, this is a clean exit that should provide some financial clarity heading into 2026.