Emporion GmbH successfully advised the founding team of wowtamins GmbH as exclusive M&A advisor on the sale of all company shares in a share deal. The buyer is Vanatari International GmbH, known for its brand Vegavero, and part of the internationally active USP Group – a leading Health & Wellness company with 46 brands and around 1,000 employees worldwide.

Founded in 2019 in Stockach by two entrepreneurs, wowtamins set out with a clear mission: to provide children and adolescents with high-quality nutritional supplements in innovative, child-friendly formats – especially gummies. The company focuses on the development, marketing, and e-commerce distribution of products enriched with vitamins, minerals, omega-3 fatty acids, and plant-based ingredients.
wowtamins is considered a market leader in Germany’s “nutrient-enriched gummies for children” segment and has built a particularly loyal customer base thanks to a consistent product and brand strategy – evidenced by an exceptionally high repurchase rate.
“With wowtamins, the founders have created a company that is not only highly attractive from a business perspective but also puts socially relevant values such as health, innovation, and sustainability at its core,” said Wilco Früh, Managing Partner of Emporion GmbH. “We are delighted to have found in Vanatari and the USP Group a strategic investor that recognizes the brand’s tremendous potential and has the ability to take wowtamins to the next level of growth – beyond Germany as well.”
Vanatari International, itself a pioneer in the field of vegan nutritional supplements, ideally complements its existing brand portfolio with this acquisition. Integrating wowtamins into the USP Group structure opens up new scaling opportunities – particularly through synergies in product development, international marketing, and sales.