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Wellbeam Consumer Health Acquires e-Commerce Nutrition Brand BioTrust.

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M2 EQUITYBITES-January 6, 2022-Wellbeam Consumer Health Acquires e-Commerce Nutrition Brand BioTrust

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US-based e-commerce-focused wellness company Wellbeam Consumer Health LLC has acquired e-commerce nutrition brand BioTrust Nutrition LLC, the company said.

BioTrust offers a portfolio of products that span protein, collagen, healthy living, anti-aging, and digestive health.

BioTrust Nutrition marks the fourth e-commerce-based wellness brand acquisition for Wellbeam Consumer Health, an American Pacific Group portfolio company.

In 2021, Wellbeam acquired Penetrex, a joint and muscle relief and recovery brand, Eu Natural, a fast-growing, digitally-native provider of vitamin and mineral nutritional supplement products, and TruSkin, a leading skincare brand with a range of high-quality, plant-powered products.

BioTrust Nutrition was founded in 2011 by Josh Bezoni and Joel Marion as a mission-based protein and collagen company that is authentic, honest, charitable, and puts quality and customers first.

Since then, BioTrust has become a direct-to-consumer resource for a range of recurring nutritional needs, offers a portfolio of 25 products, and has built a data-driven multi-channel marketing...

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