M&A Deal Summary

FitLife Brands Acquires Mimi’s Rock

On February 28, 2023, FitLife Brands acquired consumer products company Mimi’s Rock

Acquisition Highlights
  • This is FitLife Brands’ 2nd transaction in the Consumer Products sector.
  • This is FitLife Brands’ 1st transaction in Canada.
  • This is FitLife Brands’ 1st transaction in Ontario.

M&A Deal Summary
Date 2023-02-28
Target Mimi’s Rock
Sector Consumer Products
Buyer(s) FitLife Brands
Deal Type Add-on Acquisition

Target

Mimi’s Rock

Oakville, Ontario, Canada
Mimi’s Rock is an online dietary supplement and wellness company that markets and sells its products under the Dr. Tobias, All Natural Advice, and Maritime Naturals brand names. The Dr. Tobias brand features over 30 products, including the top-selling Dr. Tobias Colon 14-Day Cleanse and Omega 3 Fish Oil on Amazon.com. All Natural Advice and Maritime Naturals products focus on skin and beauty care. Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act. Mimi’s Rock is based in Oakville, Ontario.

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Buyer(S) 1

Buyer

FitLife Brands

Omaha, Nebraska, United States
Category Company
Founded 2005
Sector Healthcare Services
Employees37
Revenue 53M USD (2023)
DESCRIPTION

FitLife Brands formulates innovative and proprietary nutritional supplements for health conscious consumers. FitLife Brands was founded in 2005 and is based in Omaha, Nebraska.

DEAL STATS #
Overall 2 of 2
Sector (Consumer Products) 2 of 2
Type (Add-on Acquisition) 2 of 2
State (Ontario) 1 of 1
Country (Canada) 1 of 1
Year (2023) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2015-10-01 iSatori

Golden, Colorado, United States

iSatori, Inc. is a consumer products firm that develops and sells nutritional products through online marketing.

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