Nature's Answer Acquires Genceutic

NEW YORKBio-Botanica affiliate Nature's Answer® acquired nutritional supplement company Genceutic Naturals. The acquisition will lead to an expansion of Nature's Answer's herbal nutraceutical product line. The company also expects the acquisition to facilitate a larger platform for product promotion.

"This acquisition is demonstration of our strong focus on execution of a long-term business strategy and an additional milestone towards the realization of our long-term business goals," said Frank DAmelio, Jr., president of Natures Answer. In addition, the company will achieve immediate benefits for our customers from synergies with Genceutic."

As part of the acquisition, Bio-Botanica announced Steve Marada as its vice president, brand manager, retail group. Marada founded Genceutic, and previously was a category manager at The Vitamin Shoppe. In his new role, Marada will lead the marketing for Natures Answer, Vitamin Power and Genceutic brands.

In 2012, mergers and acquisitions in the natural products industry increased by 10 percent. Check out the year's top deals in the INSIDER "Slide Show: Influential Mergers and Acquisitions of 2012."