Nature's Products Acquires Iceland Health Brand

SUNRISE, Fla.Natures Products purchased the Iceland Health vitamin brand and store brand business from Nutrition 21, Purchase, NY; financial details were not disclosed. Natures Products, a contract manufacturer and marketer of consumer health care products, previously purchased the Rainbow Light brand in 2002, and the Champion Nutrition brand in 2008. Iceland Health is a leading brand in the direct response and mass market channels, with a focus on omega-3 and joint care supplements.

The acquisition of Iceland Health will compliment our ongoing strategy of diversification, said John Kelly, vice president of sales and marketing, Natures Products. This acquisition will provide synergies in many areas including materials and operations, and will allow us to achieve greater efficiencies by streamlining the supply chain. In addition, the acquisition will give us a strong foothold in the direct response nutritional arena and broaden our customer base in the mass market. Our plan is to develop enhanced marketing campaigns for both direct response and mass-market channels, and secure new leadership to drive this effort. We plan to leverage the Iceland Health brand and all of our global affiliated businesses to develop unique and innovative new products for nutritional supplement consumers.