On the heels of Danone’s $1 billion purchase of Huel on Monday, yet another nutritional company has been snapped up.
Personalized supplement company Bioniq, which was launched in 2019 by former German basketball player Vadim Fedotov, has been acquired by Herbalife in a deal valued at up to $150 million. The purchase price itself was $55 million, while an additional $95 million of contingent payments are pending future performance.
“I created Bioniq to make health measurable, actionable and accessible,” said Fedotov, who cofounded the London-based company with commerce veteran James Hardy, in a statement. “Joining Herbalife allows us to accelerate our mission and bring personalized health solutions to a global audience at scale.”
Bioniq operates via a member-based model, wherein users take a quiz assessing their lifestyle and health needs and receive personalized daily formulas. Each formula contains a unique combination of antioxidants, vitamins, minerals, phytonutrients, amino acids and prebiotic fiber.
In 2024, soccer star Cristiano Ronaldo invested an undisclosed sum in Bioniq after being a member since 2022. Other investors also include pro soccer player Diogo Dalot, Porsche Ventures, Rock Internet and HV Capital.
“The future of health and wellness is increasingly personalized and data-driven,” said Stephan Gratziani, chief executive officer of Herbalife, in a statement. “By combining Bioniq’s technology with our global infrastructure and Pro2col platform, we are uniquely positioned to deliver personalized nutrition to millions of consumers worldwide.“
As part of the deal, Fedotov will join Herbalife’s leadership team following the completion of the transaction in the second quarter, as will other Bioniq members.
Herbalife is currently valued at $1.5 billion, up from $876.8 million this time last year, per its listing on the New York Stock Exchange. The company, founded in 1980, is best known for its meal replacements, protein shakes, nutritional teas and vitamins.
