Kadenwood, a category disruptor on a mission to revolutionize plant-based wellness through transparency and trust, acquired Probulin, a probiotic and microbiome health brand.
WHO: Founded in 2013, Probulin is a Hempfusion Wellness subsidiary that prides itself on proprietary IP and “cold and protected” delivery to assure maximum efficacy by delivering live cultures. Probulin has shown tremendous growth, becoming one of the leading probiotic brands, and is a top-selling product at Sprouts.
Founded in 2019, Kadenwood is a privately held consumer products lifestyle company relentlessly focused on shaping CBD into a trusted and safe mainstream wellness category. To drive this mission, Kadenwood is backed by decades of CPG marketing, category innovation expertise, and industry-leading, vertically integrated CBD farming to ensure quality CBD oil from seed to shelf, containing 0% THC. In 2019, Kadenwood launched its first plant-based branded products under Level Select in personal care. And in late 2020, Kadenwood launched the Purity Preferred Pet business, as well as Purity Organic hot teas.
WHY: The deal expands Kadenwood’s portfolio of plant-based wellness products providing new retail and e-commerce distribution channels to bring OTC products to global consumers.
IN THEIR OWN WORDS: "At Kadenwood, we strive to produce and develop the best products, understanding our consumer's demand for safe and trusted brands that enhance their daily health routines," said Erick Dickens, co-founder and CEO of Kadenwood. "We have made strategic decisions to invest in like-minded, plant-based wellness brands that share our vision as we look to increase our distribution and global scale. The team behind Probulin has developed an exceptional following. We welcome the team's depth of experience as we further Kadenwood's mission to accelerate mainstream adoption of high efficacy, plant-based wellness products, including the quickly expanding microbiome health category."
"The microbiome health category has quickly become one of the fastest growing adoptions by consumers who understand the importance of digestive balance and health," said Kadenwood Executive Vice President Cris Weekes. "Probiotics complement the plant-based wellness strategy Kadenwood has deployed and will provide more opportunities for science-based products for a broad consumer base."
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