Brand Overview
#Natural Vitality is the #1 magnesium powder and gummy brand in the natural channel, founded in 1982 by Peter Gillham who developed the iconic Natural Calm formula. Originally an Austin-based company, it was acquired by Wellnext (WM Partners) in 2016 and subsequently became part of The Clorox Company through the $700 million Nutranext acquisition in 2018. Natural Vitality specializes in stress relief and sleep support supplements, with over 40 years of expertise in magnesium-based wellness products.
History
#Ownership Timeline
#| Period | Owner | Notes |
|---|
| 1982-2008 | Peter Gillham (Founder) | Original developer |
| 2008-2016 | Ken & Susan Whitman, Justin Farmer | Private ownership |
| 2016-2018 | Wellnext LLC (WM Partners) | Part of Nutranext |
| 2018-Present | The Clorox Company | $700M acquisition |
Key Milestones
#- 1982: Founded by Peter Gillham; Natural Calm developed
- 2005: Canadian distribution launched (Linda Bolton)
- 2007: Calm Earth Project sustainability initiative started
- 2008: Sold to Ken & Susan Whitman, Justin Farmer
- 2016-03: Acquired by Wellnext LLC (WM Partners)
- 2017-12: Wellnext rebranded to Nutranext
- 2018-04: Clorox acquires Nutranext for $700 million
Corporate Structure
#Current (2018-Present)
#- Parent Company: The Clorox Company (NYSE: CLX)
- Operating Entity: Nutranext Business, LLC
- Headquarters: 3900 Veterans Memorial Hwy, Bohemia, NY 11716
- Phone: 631-542-5090
Clorox VMS Portfolio
#| Brand | Category | Channel Position |
|---|
| Natural Vitality | Magnesium/Stress | #1 Anti-stress (Natural) |
| Rainbow Light | Multivitamins | #2 Vitamin (Natural) |
| NeoCell | Collagen | Leading collagen brand |
| RenewLife | Digestive/Probiotics | Leading probiotics |
Founder
#Peter Gillham
#- Developer of the original Natural Calm formula (1982)
- Pioneer in water-soluble magnesium supplements
- Sold company in 2008
Product Portfolio
#Core Philosophy
#- “Calmfulness” - non-stressed, positive life approach
- Organic plant-based ingredients
- Pesticide-free, non-GMO formulations
- 40+ years of mood support expertise
Product Lines
#| Line | Description |
|---|
| CALM Powder | Flagship magnesium drink mix |
| CALM Gummies | Chewable magnesium format |
| CALM Capsules | Convenient capsule form |
| CALM Sleep | With melatonin |
| CALM Mind | With L-Theanine |
| CALM Plus Calcium | Magnesium + calcium blend |
| Calm Kids | Children’s formulation |
Flagship: Natural Calm
#- Water-soluble magnesium citrate
- Multiple flavors: Raspberry Lemon, Orange, Cherry, Unflavored
- 60K+ 5-star reviews on Amazon
- 60-day money-back guarantee
Market Position
#- #1 Magnesium Powder Brand (Natural Channel)
- #1 Magnesium Gummy Brand (Natural Channel)
- #1 Anti-Stress/Sleep Brand (Natural Channel)
- Top 17 VMS brands in natural retail (SPINS 2018)
Distribution
#Major Distributors
#- KeHE
- Threshold Enterprises
- UNFI
Coverage
#- All U.S. markets
- Canadian markets
- International presence
Retail Presence
#| Channel | Status | Notes |
|---|
| Natural Channel | ✅ Active | Primary channel, #1 position |
| Amazon | ✅ Active | 60K+ reviews |
| Walmart | ✅ Active | Available |
| Target | ✅ Active | Available |
| Official Website | ✅ Active | DTC sales |
Sustainability
#Calm Earth Project (Since 2007)
#- Environmental restoration focus
- Prioritizes sustainability over short-term gains
- Supports organic farming
Investigation Notes
#- UPC Prefix: 183405 (primary), 875534 (secondary)
- Business Model: Natural channel + mass retail
- Ownership: Public (Clorox, NYSE: CLX)
- Key Differentiator: Original water-soluble magnesium pioneer
- Acquisition Value: Part of $700M Nutranext deal
Status Determination
#| Criterion | Finding |
|---|
| Official Website | ✅ Active (naturalvitality.com) |
| Retail Availability | ✅ Multi-channel presence |
| Parent Company | ✅ Clorox (NYSE: CLX) |
| Market Position | ✅ #1 in natural channel |
| Heritage | ✅ 40+ years (since 1982) |
Status: active (High Confidence)