What Wonderbelly does

Wonderbelly is a clean-label over-the-counter (OTC) digestive health brand founded in 2021 in Austin, Texas, by brothers Lucas and Noah Kraft. The company sells antacid chewable tablets based on calcium carbonate and simethicone-based bloat and gas relief chews, formulated without artificial dyes, talc, titanium dioxide, artificial sweeteners, parabens, gluten, or dairy. Products are non-GMO verified, vegan, and gluten-free, and the company has assembled a medical advisory board that includes former American Gastroenterological Association president Gail Hecht, MD, gastroenterologist and neuroscientist Emeran Mayer, MD PhD, and OB-GYN Howard C. Mandel, MD FACOG. The product line has expanded from a single antacid SKU to three categories — Antacid, Bloat + Gas Relief, and a Multi-Symptom line — across multiple flavor SKUs and pack sizes (60ct, 120ct, 42ct).

The business operates a direct-to-consumer model through its e-commerce storefront at wonderbelly.com, supported by a product-led growth strategy, ingredient-transparency messaging, celebrity endorsement from Demi Moore, and earned media in People, Forbes, ELLE, CNN, Vanity Fair, WWD, BuzzFeed, USA Today, Marie Claire, Well + Good, New Beauty, Yahoo!, and Entertainment Weekly. The company has raised approximately $15.4 million across a 2022 seed ($3.375M) and a 2024 Series A ($12M, led by Loft Growth Partners with participation from AF Ventures, BrandProject, Elizabeth Street Ventures, L Catterton, Silas Capital, and The Venture Collective). In January 2026, Wonderbelly was acquired by Procter & Gamble and is now part of P&G's Personal Health Care portfolio alongside Metamucil, Pepto Bismol, Prilosec OTC, Align, and Rolaids, giving it access to P&G's mass-market, grocery, drug, and specialty retail channels.

Name

Wonderbelly

Legal name

Wonderbelly

Website

https://wonderbelly.com

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

1–10 employees

Short description

Wonderbelly is a clean-label OTC digestive health brand offering antacid and bloat/gas relief products free of artificial dyes, talc, titanium dioxide, and parabens. Founded in Austin, Texas in 2021, the company was acquired by Procter & Gamble in January 2026.

Ownership category

akta.pro rank

Product category

Consumer Digestive Health Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Clean-label antacids
• Digestive health products
• Over-the-counter medicine
• Gas and bloat relief
• Vegan digestive supplements

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. OTC Digestive Health Product Sales: Direct-to-consumer and retail sales of clean-label antacid, gas relief, and bloat relief products. Revenue generated through one-time purchase transactions with no recurring subscription component. Products available in multiple sizes (60ct, 120ct, 42ct) targeting different usage occasions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Wonderbelly manufactures and sells over-the-counter clean-label digestive health products, primarily maximum-strength antacid chewable tablets (calcium carbonate-based) and extra-strength bloat and gas relief chewable tablets (simethicone-based). Products are formulated without artificial dyes, talc, titanium dioxide, artificial sweeteners, parabens, gluten, or dairy, and are Non-GMO Project Verified, Clean Label Project Certified, PETA-certified vegan/cruelty-free, and gluten-free certified.

Product overview

Wonderbelly is a clean-label digestive health brand offering over-the-counter antacids and bloat/gas relief products. The core product line consists of two main categories: (1) Wonderbelly Antacid — maximum strength chewable tablets using calcium carbonate as the active ingredient, available in four flavors (Tropical Fruit, Strawberry Milkshake, Lemon Sorbet, Sweet Mint), providing relief from heartburn, acid indigestion, and sour stomach; and (2) Wonderbelly Bloat + Gas Relief — extra strength simethicone-based chewable tablets available in Mango Smoothie and Strawberry Shortcake flavors for bloating, gas discomfort, and abdominal pressure relief. All products are characterized by their clean-label formulations that are non-GMO verified, vegan, gluten-free, dairy-free, and free from artificial dyes, talc, titanium dioxide, artificial sweeteners, and parabens. Wonderbelly was acquired by Procter & Gamble in January 2026 and now operates as part of P&G's Personal Health Care portfolio alongside brands such as Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic, and Rolaids.

Differentiator

Problem solved

Functional benefit

Products and services

• Wonderbelly Antacid Maximum strength chewable antacid tablets made with calcium carbonate, providing fast relief from heartburn, acid indigestion, and sour stomach. Available in multiple flavors (Tropical Fruit, Strawberry Milkshake, Lemon Sorbet, Sweet Mint) and sizes (60-count, 120-count). For general adult consumers, including pregnant women.
• Wonderbelly Bloat + Gas Relief Extra strength simethicone-based chewable tablets providing relief from bloating, gas discomfort, and abdominal pressure. Available in Mango Smoothie and Strawberry Shortcake flavors, in 42-count containers. For adult consumers experiencing digestive discomfort.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Genexa: Genexa is the most direct competitor to Wonderbelly, producing clean-label, non-GMO OTC medicines including antacids and digestive health products. Both brands target ingredient-conscious consumers with formulations free of artificial additives, making them clear category co-leaders in clean-label OTC.
• Tums (P&G brand): Tums is the leading mass-market antacid brand, now a P&G sister brand to Wonderbelly post-acquisition. Both use calcium carbonate as the active ingredient for heartburn relief, but Tums competes on scale and distribution while Wonderbelly competes on clean inactive ingredients.
• Rolaids: Rolaids is another P&G-owned antacid brand competing in the same OTC heartburn category as Wonderbelly. Both brands offer chewable antacid tablets, with Rolaids focused on traditional formulations and Wonderbelly on clean-label positioning.
• Pepto-Bismol (P&G brand): Pepto-Bismol is a P&G digestive wellness brand addressing multi-symptom digestive relief. Both Wonderbelly's Multi-Symptom products and Pepto target the OTC digestive relief category, making Pepto another P&G sister brand with overlapping positioning.

Emerging players

• Beekeeper's Naturals: Beekeeper's Naturals is a clean-label consumer health brand offering propolis-based immune and throat products. While focused on immune rather than digestive health, it shares Wonderbelly's clean-label, ingredient-conscious positioning and DTC-first consumer base.
• Hilma: Hilma is a clean-label OTC brand focused on natural remedies for common ailments. Like Wonderbelly, it targets ingredient-conscious consumers with transparent formulations, making it an adjacent competitor in the broader clean-label OTC movement.
• Wellements: Wellements produces clean-label baby and family wellness products including digestive health remedies. While primarily focused on the baby segment, it shares Wonderbelly's commitment to clean ingredients and serves similar ingredient-conscious consumer demographics.

Broad incumbents

• Olly (Unilever): Olly is a Unilever-owned wellness brand offering clean-label vitamins and supplements. While broader than Wonderbelly's digestive focus, Olly represents a larger incumbent in the clean-label consumer health space with similar demographic targeting and aesthetic branding.
• Metamucil (P&G brand): Metamucil is a P&G digestive wellness brand offering fiber-based digestive health products. As another P&G sister brand, it competes in the broader digestive wellness category and provides P&G with established fiber-based positioning adjacent to Wonderbelly's antacid focus.
• Align Probiotic (P&G brand): Align is a P&G probiotic supplement brand supporting digestive health. As another P&G sister brand, it competes in the digestive wellness space through a different mechanism (probiotics vs. antacids), but targets overlapping consumers seeking digestive comfort solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/itswonderbelly
• Facebookfacebook.com/itswonderbelly

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wonderbelly