Church & Dwight Co., Inc. announced on December 9, 2025 that it has entered into a definitive agreement to sell its VitaFusion® and L'il Critters® brands, along with all related trademarks, licenses, and the manufacturing and distribution facilities in Vancouver and Ridgefield, Washington, to Piping Rock Health Products, Inc.
The sale is part of a broader strategic review of the company’s vitamin, minerals and supplement (VMS) business, which has accounted for less than 5% of Church & Dwight’s projected 2025 net sales. By divesting these brands, the company expects to reduce its annual sales by roughly $170 million and will record a one‑time after‑tax charge of $40 million to $45 million in the fourth quarter of 2025 to cover transition and transaction costs.
Management emphasized that the divestiture will sharpen the company’s focus on its high‑growth power brands—ARM & HAMMER, THERABREATH and HERO—allowing resources and capital to be reallocated to those segments. CEO Rick Dierker said, “This sale immediately makes our portfolio stronger, while enabling even more focus on our remaining power brands driving our market‑leading performance and forward‑looking growth initiatives.”
Piping Rock, a specialist in the vitamin industry, will assume ownership of the brands and the associated facilities. The transition will see the majority of employees at the Vancouver and Ridgefield sites become Piping Rock employees, with Church & Dwight expressing gratitude for their contributions and wishing them success.
The transaction is expected to close before the end of 2025, subject to customary closing conditions. No market reaction data is available at this time, but the move is widely viewed as a strategic realignment that positions Church & Dwight for stronger profitability and growth in its core segments.
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