Bain and Blackstone Advance in Sale Process for UK Vitamins Group vitabiotics

Bain Capital and Blackstone have moved into the leading group of bidders in the ongoing sale process for vitabiotics, a UK-based vitamins and supplements manufacturer, according to Bloomberg. The auction, conducted in the UK, reflects sustained investor interest in consumer health companies with steady demand and strong brands, even as overall dealmaking remains cautious.

Competitive Bidding in Sale Process Highlights Appeal of Consumer Health Assets

The two private equity firms are understood to have progressed to a later stage of the sale

process, joining EQT and TPG as shortlisted contenders. People close to the discussions say the next phase involves more detailed assessments of Vitabiotics’ financial performance, growth prospects, and operational structure. While no outcome is assured, the level of interest suggests the company is viewed as a high-quality asset within the UK mid-market.

Vitabiotics could be valued at around £900 million, or roughly $1.2 billion, although that figure

remains indicative. Valuations in auction processes often shift as bidders refine their assumptions and factor in market conditions, financing costs, and potential synergies. There is also no certainty that a transaction will be completed, as sellers and buyers may fail to agree on final terms.

Vitabiotics’ attractiveness lies largely in the stability of its product categories. Vitamins and

nutritional supplements tend to benefit from recurring consumer demand, driven by health

awareness and preventative care trends. This resilience has made the sector appealing to private equity firms seeking predictable cash flows at a time when more cyclical industries face pressure from inflation and slower economic growth.

Industry analysts note that firms such as Bain and Blackstone have increasingly focused on

defensive consumer businesses. These companies often allow investors to pursue gradual

expansion strategies, such as entering new markets or developing adjacent product lines, rather than relying on aggressive cost-cutting or turnaround plans. In the case of Vitabiotics, its established position in the UK market provides a platform that could be scaled internationally.

Vitabiotics’ Leadership and Market Position Provide Context

Vitabiotics is led by chief executive Tej Lalvani, who has overseen the company’s growth into

one of the UK’s best-known supplements producers. Its portfolio includes brands such as

Wellman, Wellwoman, Pregnacare, and Wellbaby, which target different life stages and

consumer needs. These brands are widely distributed through pharmacies, supermarkets, and

online channels, giving the company broad market reach.

The business was founded by Kartar Lalvani, who continues to serve as chairman. Under family ownership, Vitabiotics has maintained a relatively conservative approach to expansion, focusing on brand development and product credibility. This long-term strategy has helped it build consumer trust, an important factor in the health and wellness sector.

The auction comes at a time when private equity firms are selective in the UK mid-market.

Rising interest rates and economic uncertainty have slowed deal activity, but assets with strong fundamentals continue to attract attention. According to Bloomberg, representatives for Bain Capital, Blackstone, EQT, TPG, and Vitabiotics declined to comment on the process,

underscoring the confidential nature of the negotiations.

The progress of Bain Capital and Blackstone in the Vitabiotics auction underlines ongoing

private equity appetite for resilient consumer health businesses. While the outcome of the sale remains uncertain, the competitive process and reported valuation highlight the perceived strength of the company’s brands and business model. More broadly, the deal illustrates how investors are prioritizing stability and recurring demand as they navigate a more cautious investment environment.