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Unilever’s new acquisition

Schmidt’s Naturals range. Source: InsideFMCG

Unilever has announced its acquisition of Schmidt’s Naturals, a personal care company founded in 2010 by Jamie Schmidt in the USA.

What started out as a deodorant brand, soon extended into offering toothpaste and soap bars.

Unilever North America president Kees Kruythoff said: “Schmidt’s Naturals is a strong, innovative brand in the fast-growing natural category, and nicely complements our existing portfolio of US deodorants which includes leading brands Degree, Axe and Dove.”

“The brand’s focus on transparency and mission to make natural products accessible to everyone aligns closely with Unilever values and represents an exciting category expansion for our family of brands.”

Unilever Personal Care Alan Jope: “Schmidt’s Naturals is a great strategic fit for our Personal Care business, allowing us to reach new consumers who prefer natural options. We look forward to utilizing our Personal Care leadership to extend Schmidt’s Naturals into new sales channels and geographies.”

The business transaction is expected to have closed by the first quarter of 2018.

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