Procter & Gamble (P&G), reinforcing its presence in the high-margin health sector, has snapped up clean digestive-health startup Wonderbelly.WHO: Launched in 2022 by brothers Lucas and Noah Kraft, Austin-based Wonderbelly was the result of a personal search for antacids that didn’t rely on dyes, titanium dioxide, talc, or artificial sweeteners. The brand reformulated the inactive ingredient deck with a mission to make everyday medicine clean and worry-free, the same intention that consumers already apply to food and beauty. The brand’s Antacids, Bloat & Gas Relief and Multi-Symptom Relief are sold in Walmart, Target, CVS, and in groceries nationwide.Headquartered in Cincinnati, Ohio, Procter & Gamble is a Fortune 500 company and the global leader in Consumer Packaged Goods. P&G serves nearly 5 billion people around the world with its multi-category portfolio, which spans beauty, healthcare, grooming, fabric and home care, and baby, feminine, and family care.WHY: The deal hands P&G a ready-made, clean-label antacid brand built for modern retail shelves and social-media-friendly marketing. For P&G, the acquisition taps directly into the rising demand for OTC products that blend clinical familiarity with modern formulation values—a shift that has been reshaping everything from sunscreen to supplements. And according to co‑founder Lucas Kraft, the partnership represents far more than scale.IN THEIR OWN WORDS: “P&G isn’t just a leader in CPG, they are one of the companies that paved the way for brands like Wonderbelly to exist in the first place.
