Pfizer Acquires Vitamin Company

EmergenC joins pfizer vitamin business

/ Author:  / Reviewed by: Natasha Levin

Pfizer Inc.  announced the acquisition of privately-held Alacer Corp., the maker and distributor of Emergen-C products, the largest selling branded Vitamin C line in the United States.

Based in Foothill Ranch, California, Alacer is well-known among health-conscious consumers as a provider of Vitamin C supplement products.

It produces almost 500 million packets of Emergen-C annually, and its products are sold in health food stores, supermarkets, drug stores, mass merchandisers and club stores nationwide.

“We are very pleased that the Emergen-C family of products will become part of Pfizer’s portfolio. We expect that our global network and deep expertise in dietary supplements combined with our desire to provide consumers with high-quality products will make Emergen-C more accessible than it has ever been before,” said Paul Sturman, President of Pfizer Consumer Healthcare. “Emergen-C products add to and greatly complement our market-leading dietary supplement portfolio.”

Emergen-C is an effervescent, powdered drink mix vitamin supplement that supports active and healthy lifestyles. Available in more than 15 flavors, each of the seven lines of Emergen-C is packed with nutrients, Vitamins C and B, electrolytes and antioxidants.

Specialty formulations include Emergen-C Kidz® designed specifically for children, and specialty formulas that support specific health needs such as joint health and heart health.

“Today marks the beginning of an exciting new chapter for Alacer and the Emergen-C health and wellness brand. It is a unique opportunity to join one of the world’s top performing consumer health care businesses,” said Ron Fugate, President and CEO of Alacer. “By becoming part of Pfizer, we can access the resources and reach that will help us support healthy, active lifestyles across the globe.”

Financial terms of the transaction were not disclosed. Lazard acted as financial advisor to Pfizer, and DLA Piper LLP (U.S.) acted as legal advisor to Pfizer, in connection with the acquisition. Houlihan Lokey acted as financial advisor to the owners of Alacer Corp., and Rutan & Tucker LLP acted as legal advisor to the owners of Alacer Corp., in connection with the transaction.

Reviewed by: 
Review Date: 
February 28, 2012
Last Updated:
February 28, 2012