{"id":780766,"date":"2026-09-24T06:18:08","date_gmt":"2026-09-24T06:18:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/780766\/"},"modified":"2026-09-24T06:18:08","modified_gmt":"2026-09-24T06:18:08","slug":"elixinol-wellness-plans-to-buy-personalized-nutrition-firm-vitable","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/780766\/","title":{"rendered":"Elixinol Wellness plans to buy personalized nutrition firm Vitable"},"content":{"rendered":"

The Australian Securities Exchange-listed company announced its plans to acquire Vitable for A$2.5m (US$1.7m) today (Sept. 24), subject to shareholders\u2019 approval during its general meeting in early November. <\/p>\n

The acquisition payout, to be paid in shares, includes both unconditional and conditional components, namely an unconditional payout of A$1.25m and another A$1.25m subject to net revenue and direct EBITDA growth. <\/p>\n

An additional A$1m will be considered if Elixinol\u2019s market capitalization exceeds A$20m within three years post-acquisition. Elixinol\u2019s current market capitalization stands at A$3.63m.<\/p>\n

Vitable, founded in 2019, is a personalized supplement business operating a direct-to-consumer subscription model. It combines online health assessment with its proprietary recommendation technology to provide personalized daily supplement packs. <\/p>\n

Its service and personalized supplements are currently available across Australia, New Zealand, Singapore, the United Kingdom, Hong Kong and the Philippines, with about 7,850 active subscribers and 1.84 million customer health assessments completed through its platform. The company\u2019s international expansion was supported by A$5.5m in funding back in 2021. <\/a><\/p>\n

Elixinol, on the other hand, operates whole foods, fiber, protein and better-for-you pantry products through brands such as Hemp Foods Australia, Mt Elephant, as well as functional supplements including collagen, protein and metabolic support via the brand The Healthy Chef. Earlier this month, it also sold its US business to Ananda Health to focus on its core business. <\/p>\n

Based on Elixinol\u2019s observations, global strategic interest and capital injected in the personalized health sector have been growing. <\/p>\n

\u201cThis isn\u2019t just an acquisition; it\u2019s a step change. Vitable takes Elixinol\u2019s everyday wellness portfolio and transforms it, adding a subscription relationship, a personalization engine, and a first-party health data asset that very few companies our size have access to and we\u2019re doing this at exactly the right moment,\u201d said Gavin Evans, independent non-executive chairman of Elixinol Wellness. <\/p>\n

Some prominent examples include P&G, which acquired Thorne<\/a> to boost its personalized health portfolio for US$3.8bn in August 2026, and US company Hims & Hers Health, which also acquired Australia\u2019s Eucalyptus for up to US$1.15 billion in June 2026 to bring its personalized care service to international markets. <\/p>\n

Direct customer relationships, recurring revenue and personalization are at the center of these deals. <\/p>\n

Right now, we\u2019re seeing some of the biggest names in global consumer health: Procter and Gamble, Nestle, Unilever, deploying billions of dollars into precisely this category \u2013 personalized subscription-led wellness. <\/p>\n

We\u2019re leaning into that same wave early and on terms that are genuinely disciplined for our shareholders, because that\u2019s the other thing I want you to hear clearly today. This is a capital light, largely deferred, performance-based structure. It protects our existing shareholders and it aligns Vitable\u2019s team directly with the outcomes we\u2019re all chasing together.<\/p>\n

After a really challenging period of financial reset and fixing the underlying P&L, the exit of the non-core and underperforming US CBD business, we\u2019re now starting to scale via acquisition, just as we told the market we would.<\/p>\n

Gavin Evans, independent non-executive chairman of Elixinol Wellness Vitable to add over $5m of revenue <\/p>\n

Elixinol added that Vitable could add over A$5m of revenue, enabling the company to exceed A$20m in annual revenue. <\/p>\n

This is supported by Vitable\u2019s recurring subscription revenue and direct consumer capability. <\/p>\n

The combined business is targeting A$27m in revenue and approximately A$3m of EBITDA by 2028. <\/p>\n

\u201cVitable brings Elixinol an established subscription-based consumer platform, proprietary personalisation capability and direct consumer relationships. These capabilities are highly complementary to our existing Australian health and wellness brands and create clear opportunities to grow customer value across the Group,\u201d said Elixinol Wellness\u2019 CEO and Executive Director Natalie Butler. <\/p>\n

\u201cHaving reset the business and sharpened our focus on Australia, this acquisition marks the next phase of Elixinol\u2019s growth,\u201d she added. \u201cIt adds recurring revenue, a direct relationship with thousands of consumers and the ability to deliver increasingly personalised wellness offers.\u201d<\/p>\n

Potential new services <\/p>\n

Acquiring Vitable can also support cross-selling of Elixinol\u2019s existing products to Vitable\u2019s consumers and vice versa. <\/p>\n

In addition, there are plans to include at-home tests providing biomarker results to Vitable\u2019s service. This would enable the tracking of health outcomes in relation to supplement usage and, in turn, improve its personalized health supplement recommendations. <\/p>\n","protected":false},"excerpt":{"rendered":"The Australian Securities Exchange-listed company announced its plans to acquire Vitable for A$2.5m (US$1.7m) today (Sept. 24), subject…\n","protected":false},"author":2,"featured_media":780767,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45],"tags":[88843,96089,45739,213165,15692,102,17740,6636,213169,56,54,55],"class_list":["post-780766","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-bio","tag-dha","tag-dietary-supplement","tag-drugstore","tag-epa","tag-health","tag-healthy-living","tag-nutrition","tag-softgel","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/780766","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=780766"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/780766\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/780767"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=780766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=780766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=780766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}