Herbalife Acquires Ronaldo-Backed Bioniq in $150M Personalized Nutrition Deal
Herbalife will acquire personalized supplement company Bioniq in a deal valued at up to $150 million, with $55 million paid upfront and $95 million in contingent payments tied to future performance. Cristiano Ronaldo and other investors backed Bioniq’s member-based quiz model, which Herbalife plans to integrate with its Pro2col platform.
1. Deal Overview
Herbalife is acquiring Bioniq in a transaction valued at up to $150 million, with $55 million paid upfront and $95 million in contingent payments tied to future performance. The transaction is expected to close in the second quarter, subject to customary closing conditions.
2. Bioniq Business Model
Founded in 2019 by Vadim Fedotov and James Hardy, Bioniq uses a member-based quiz to assess individual health needs and delivers personalized daily formulas of antioxidants, vitamins, minerals, phytonutrients, amino acids and prebiotic fiber. Investors include Cristiano Ronaldo, Diogo Dalot, Porsche Ventures, Rock Internet and HV Capital.
3. Strategic Impact and Leadership
Herbalife will integrate Bioniq’s data-driven personalization technology into its Pro2col platform to accelerate global distribution of tailored supplements. Co-founder Vadim Fedotov and other Bioniq team members will join Herbalife’s leadership team upon closing to drive innovation and scale personalized nutrition offerings.