Procter & Gamble (P&G) has agreed to acquire science-backed health and wellness brand Thorne, strengthening its position in the growing premium wellness and personalised health market. Colin Watts, CEO of Thorne, said: “As we looked to the future, we kept coming back to one question: What will best position Thorne to continue fulfilling its mission? The deal will also bolster P&G’s Personal Health Care business as consumer interest in self-care, preventative health and personalised wellness continues to grow. Paul Gama, CEO of P&G Health Care, said: “Thorne strengthens our position in premium wellness with a trusted, science-backed brand that complements our existing portfolio.” The acquisition marks P&G’s latest move to expand its presence in premium health and wellness, as consumers increasingly seek products positioned around prevention, self-care and personalised health.