About SmartyPants Vitamins
SmartyPants Vitamins is a Healthcare company based in Los Angeles (United States) founded in 2011, and was acquired by Unilever in November 2020. It operates as a manufacturer distributor of nutrition based gummy. SmartyPants Vitamins has raised $24.39 million across 5 funding rounds from investors including Unilever, North Castle Partners and CircleUp. The company has 80 employees. Its website smartypantsvitamins.com draws about 183 thousand monthly visits. SmartyPants Vitamins offers products and services including Kids Formula, Adult Formula, Prenatal Multi, Teen Guy Formula, and Organic Kids Formula. Its focus areas include Life Sciences, Nutraceuticals Tech, Supplements and Multicategory. Its competitors include What’s Up Wellness, Power Gummies, Create Wellness, My Purna and Indus Roots and 1 more; 4 of its 6 listed competitors have raised funding.
Company details
SmartyPants Vitamins is a manufacturer distributor of nutrition-based gummy. It provides gummy vitamins for kids and adults. It offers multivitamins, prenatal vitamins, weight management, and fiber products. The gummies contain multivitamins including over 100 RDI Vitamins B12 and D and are a source of Omega3 DHA EPA fatty acids. They have also introduced an adult probiotic formulation containing clinically-proven strains DE111 and IS2 and Wellmune prebiotic immune support. The company offers its products in bottles, travel packs, and monthly delivery.
Products & Services of SmartyPants Vitamins
SmartyPants Vitamins offers a comprehensive portfolio of products and services, including Kids Formula, Adult Formula, Prenatal Multi, Teen Guy Formula, and Organic Kids Formula.
Gummy multivitamins designed for children's immune and growth support
Gummy multivitamins for adult daily health and energy needs
Gummy vitamins supporting pregnancy health and fetal development
Gummy supplements targeted at teenage boys' nutritional requirements
Organic gummy vitamins promoting kids' overall wellness naturally
Funding Insights of SmartyPants Vitamins
SmartyPants Vitamins has successfully raised a total of $24.39M across 5 strategic funding rounds. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $24.39M
- Total Rounds 5
- First Round $2.6M
(Aug 2013)
- Investors Count 3
All 5 funding rounds of SmartyPants Vitamins with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Apr 2019 | – | Series C | – | Balance Point Capital | – |
| Feb 2017 | $6.74M | Series B | – | – | – |
| Jul 2015 | $12.56M | Series B | – | CircleUp, North Castle Partners | – |
| May 2014 | $2.49M | Series A | – | – | – |
| Aug 2013 | $2.6M | Seed | – | – | – |
4 investors in total: 4 institutional.
Investors in SmartyPants Vitamins
SmartyPants Vitamins has secured backing from 4 investors, including venture fund and institutional investors. Prominent investors backing the company include Unilever, North Castle Partners and CircleUp.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Balance Point Capital is engaged in providing flexible capital solutions. | 2007 | balancepointcapital.com | Westport, United States | |
US private equity investments are managed by North Castle Partners. | 1997 | northcastlepartners.com | Greenwich, United States | |
Equity crowdfunding is facilitated for private consumer product companies. | 2011 | circleup.com | San Francisco, United States | |
A global consumer goods business with diverse product offerings. | 1872 | unilever.com | London, United Kingdom |
Investor details for SmartyPants Vitamins
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People of SmartyPants Vitamins
21 people are tracked at SmartyPants Vitamins (6 in leadership, 15 in team); the tracked headcount is 80.
| Name | Role | Group |
|---|---|---|
Jeff Wong | Chief Revenue Officer (cro) | Leadership |
Amy Avellar | Senior Director, Brand Communications | Leadership |
Saeed Manoochehri | Chief Financial Officer | Leadership |
Michael Cleary, JD, PhD | Director of Research and Development | Leadership |
Susanna Galustova | Director Of Procurement | Leadership |
Mary Harvat | Sr. Director of Sales, Club and International | Leadership |
Robyn Cohen | Consumer Insights And Brand Strategy | Team |
Ariana Savci | Brand Engagement Manager | Team |
Elena Cortez | Manager, People + Environment | Team |
Frank Xia | Data Analyst | Team |
Devyani Chaturvedi | Senior Nutrition Research Scientist | Team |
Karen Scatamacchia | Financial Analyst | Team |
Anya Korma | Associate Manager, Order Fulfillment | Team |
Michael Missouri | Key Account Manager, Costco | Team |
Elizabeth Roberts | Key Account Manager, Club | Team |
Francisco Gonzalez | Logistics Manager | Team |
Maya Muckelroy | Office Coordinator | Team |
Jaime Yacko | Senior Project Manager - Product Development | Team |
Pilar Alvarez | Accounting Manager | Team |
Shanie Los Fonseca | Sr. Creative Project Manager | Team |
1 more people are available in the full profile.
Complete people profiles for SmartyPants Vitamins
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Timeline of SmartyPants Vitamins
4 dated milestones of SmartyPants Vitamins across 9 years, from founding to its latest funding, stage changes and deals.
- Founded SmartyPants Vitamins is founded.
- Funding First funding round of $2.6M.
- Funding Latest funding round, Series C,.
- Exit Acquired by Unilever.
Competitors of SmartyPants Vitamins
SmartyPants Vitamins has 6 listed competitors in our database, 4 of them funded. They include What’s Up Wellness, Power Gummies, Create Wellness, My Purna and Indus Roots, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| whatsupwellness.in | 2020 | Gurugram, India | $3.85M | 31 | Wellness supplements are sold via an online platform. | |
| powergummies.com | 2018 | Delhi, India | $11.13M | 10 | Delivers comprehensive solutions for multi-category gummies. | |
| trycreate.co | 2022 | Chapel Hill, United States | $7.33M | – | Creatine monohydrate gummies are provided for muscle performance support. | |
| mypurna.com | 2019 | Delhi, India | $216,351 | – | Multivitamin products are provided for health and wellness support. | |
| theindusroots.com | 2022 | Bengaluru, India | – | – | Offers Ayurvedic and science-based gummies for sleep, gut, hair, and energy needs. | |
| nutrigums.co.uk | 2020 | Mansfield, United Kingdom | – | – | Nutritional supplements are provided to support health via multi-vitamin gummies. |
Detailed competitors of SmartyPants Vitamins
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Web traffic of SmartyPants Vitamins
The website of SmartyPants Vitamins (smartypantsvitamins.com) receives about 182.7K visits a month and ranks #274,583 among all websites worldwide, #9,387 in Nutrition Diets and Fitness.
- Monthly visits182.7K
▲ 6.4% vs previous month
- Unique visitors104.4K
per month
- Global rank#274,583
among all websites
- Category rank#9,387
Health · Nutrition Diets and Fitness
- Bounce rate69%
- Pages per visit1.5
- Average visit29 sec
- DevicesDesktop 8% · Mobile 92%
Websites whose visitors overlap most with SmartyPants Vitamins. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
flintstonesvitamins.com | flintstonesvitamins.com | 100% | – | #1,489,584 | – |
| heronutritionals.com | 89% | 1.1K | #11,870,709 | View details | |
viridian-nutrition.com | viridian-nutrition.com | 86% | – | #398,724 | – |
| rainbowlight.com | 86% | 40.2K | #1,017,587 | View details | |
celebratevitamins.com | celebratevitamins.com | 86% | – | #848,069 | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for SmartyPants Vitamins
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- 40 similar websites
- Audience overlap
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Verified entity values are shown only after access is granted.
Top companies in Nutraceutical & Food-as-Medicine Platforms
10 companies that operate in the same segment as SmartyPants Vitamins (Nutraceutical & Food-as-Medicine Platforms), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Ayurvedic healthcare and nutritional products are provided by Kapiva. | 2016 | Bengaluru, Karnataka, India | USD 77.85 M | USD 27.35 M | 362 | |
Plant-based frozen meals are delivered via weekly subscriptions. | 2016 | London, England, United Kingdom | USD 69.9 M | USD 12.54 M | 146 | |
Therapies for metabolic health in chronic disease patients are provided. | 2014 | San Francisco, California, United States | USD 401.78 M | – | 910 | |
Nutritional supplements for multiple health ailments are developed. | 2005 | Mumbai, Maharashtra, India | USD 1.55 M | – | – | |
Personalized gut health solutions are provided by ZOE. | 2017 | New Castle, Pennsylvania, United States | USD 15 M | – | – | |
Machine learning-based bioinformatics solutions for health insights are provided. | 2016 | Los Alamos, New Mexico, United States | USD 301.57 M | – | – | |
Cellular health supplements for metabolic repair are developed and manufactured. | 2014 | New York, New York, United States | USD 66.1 M | – | – | |
Nutritional food and health supplements are provided by OZiva. | 2010 | Mumbai, Maharashtra, India | USD 17.32 M | USD 23.98 M | – | |
Low-carb products for weight loss are provided by Atkins. | 1960 | Denver, Colorado, United States | USD 15 M | – | – | |
Synbiotic supplements and fermented products for gut health are provided. | 2021 | Mumbai, Maharashtra, India | USD 20.02 M | USD 5.14 M | 88 |
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Related news about Smartypants Vitamins
Complete news archive for SmartyPants Vitamins
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Frequently Asked Questions about SmartyPants Vitamins
SmartyPants Vitamins was founded in 2011 and raised its 1st funding round 2 years after it was founded.
SmartyPants Vitamins is headquartered in Los Angeles, United States. It is registered at Los Angeles, California, United States.
SmartyPants Vitamins is a funded company, having raised a total of $24.39M across 5 funding rounds to date. The company's 1st funding round was a Seed of $2.6M, raised on Aug 2013.
SmartyPants Vitamins has 80 employees.
SmartyPants Vitamins is a manufacturer distributor of nutrition-based gummy. It provides gummy vitamins for kids and adults. It offers multivitamins, prenatal vitamins, weight management, and fiber products. The gummies contain multivitamins including over 100 RDI Vitamins B12 and D and are a source of Omega3 DHA EPA fatty acids. They have also introduced an adult probiotic formulation containing clinically-proven strains DE111 and IS2 and Wellmune prebiotic immune support. The company offers its products in bottles, travel packs, and monthly delivery.
SmartyPants Vitamins's top competitors include Power Gummies, What’s Up Wellness and Create Wellness.
SmartyPants Vitamins offers Kids Formula, Adult Formula, Prenatal Multi, Teen Guy Formula, and Organic Kids Formula.
SmartyPants Vitamins has 4 investors. Key investors include Unilever, North Castle Partners, CircleUp, and Balance Point Capital.
Yes. SmartyPants Vitamins was acquired by Unilever in November 2020.
The website of SmartyPants Vitamins receives about 183 thousand visits a month and ranks #274,583 among all websites worldwide.