About SmartyPants Vitamins
SmartyPants Vitamins is a company based in Los Angeles (United States) founded in 2011 was acquired by Unilever in November 2020.. 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 as of December 31, 2022. SmartyPants Vitamins offers products and services including Kids Formula, Adult Formula, Prenatal Multi, Teen Guy Formula, and Organic Kids Formula. SmartyPants Vitamins operates in a competitive market with competitors including What’s Up Wellness, Power Gummies, Create Wellness, My Purna and Indus Roots, among others.
- Headquarter Los Angeles, United States
- Employees 80 as on 31 Dec, 2022
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Sectors
Healthcare
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Email
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Phone
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Website
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Social
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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. The company's diverse product and service offerings are designed to meet the evolving needs of its customers, address market demands, and provide comprehensive solutions that drive value creation and customer satisfaction across various segments and use cases.
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
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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 Total Funding
- Total Rounds 5
- Last Round Last Round
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First Round
First Round
(19 Aug 2013)
- Investors Count 3
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Apr, 2019 | Amount | Series C - SmartyPants Vitamins | Valuation | Balance Point Capital |
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| Feb, 2017 | Amount | Series B - SmartyPants Vitamins | Valuation |
investors |
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| Jul, 2015 | Amount | Series B - SmartyPants Vitamins | Valuation | CircleUp , North Castle Partners |
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| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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. This diverse investor base provides strategic capital, industry expertise, and valuable network connections that support the company's growth initiatives, market expansion, and long-term value creation.
| Investor | Description | Founded Year | Domain | Location |
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Balance Point Capital is engaged in providing flexible capital solutions.
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Founded Year | Domain | Location | |
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US private equity investments are managed by North Castle Partners.
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Founded Year | Domain | Location | |
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Equity crowdfunding is facilitated for private consumer product companies.
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Founded Year | Domain | Location |
| Investor | Description | Founded Year | Domain | Location |
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Single family office of Amitabh Bachchan, founder of Amitabh Bachchan Corporation or AB CORP
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Founded Year | Domain | Location | |
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Startup ecosystems are ignited through strategic investments by Signite Partners.
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Founded Year | Domain | Location | |
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Venture capital is directed toward companies in multiple sectors.
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Founded Year | Domain | Location | |
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Venture capital is invested in cybersecurity, fintech, and AI startups.
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Founded Year | Domain | Location |
Investments & Acquisitions by SmartyPants Vitamins
| Company Name | Description | Domain | Location | Founded Year | Amount |
|---|---|---|---|---|---|
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Bionic investment advisor platform
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2016 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 | ||||
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Physical e-commerce kiosks are deployed for rural purchases in Indonesia.
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2014 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 |
Financial Statements - SmartyPants Vitamins
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Smartypants Vitamins Comparisons
Competitors of SmartyPants Vitamins
SmartyPants Vitamins operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as What’s Up Wellness, Power Gummies, Create Wellness, My Purna and Indus Roots, among others. This competitive environment drives innovation, market differentiation, and strategic positioning as companies strive to capture market share and deliver value to their customers. Understanding the competitive dynamics is crucial for assessing market positioning, identifying growth opportunities, and navigating the challenges inherent in a competitive marketplace.
| Company Name | Domain | Founded year | HQ Location | Description |
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| domain | founded_year | HQ Location |
Wellness supplements are sold via an online platform.
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| domain | founded_year | HQ Location |
Delivers comprehensive solutions for multi-category gummies.
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| domain | founded_year | HQ Location |
Creatine monohydrate gummies are provided for muscle performance support.
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| domain | founded_year | HQ Location |
Multivitamin products are provided for health and wellness support.
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| domain | founded_year | HQ Location |
Offers Ayurvedic and science-based gummies for sleep, gut, hair, and energy needs.
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| Company Name | Domain | Founded year | HQ Location | Description |
|---|---|---|---|---|
| domain | founded_year | HQ Location |
Multiple services are booked via an app-based platform.
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| domain | founded_year | HQ Location |
On-demand services are booked through an app-based platform.
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| domain | founded_year | HQ Location |
App based platform offering on demand delivery and ride-hailing services
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| domain | founded_year | HQ Location |
Operates an on-demand hyperlocal delivery app for food and groceries.
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Latest news on Smartypants Vitamins
Frequently Asked Questions about SmartyPants Vitamins
When was SmartyPants Vitamins founded?
SmartyPants Vitamins was founded in 2011 and raised its 1st funding round 2 years after it was founded.
Where is SmartyPants Vitamins located?
SmartyPants Vitamins is headquartered in Los Angeles, United States. It is registered at Los Angeles, California, United States.
Is SmartyPants Vitamins a funded company?
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 Series B of $12.56M, raised on Aug 19, 2013.
How many employees does SmartyPants Vitamins have?
As of Dec 31, 2022, the latest employee count at SmartyPants Vitamins is 80.
What does SmartyPants Vitamins do?
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.
Who are the top competitors of SmartyPants Vitamins?
SmartyPants Vitamins's top competitors include Power Gummies, What’s Up Wellness and Create Wellness.
What products or services does SmartyPants Vitamins offer?
SmartyPants Vitamins offers Kids Formula, Adult Formula, Prenatal Multi, Teen Guy Formula, and Organic Kids Formula.
Who are SmartyPants Vitamins's investors?
SmartyPants Vitamins has 4 investors. Key investors include Unilever, North Castle Partners, CircleUp, and Balance Point Capital.