Bioniq has sold its assets to Herbalife, bringing the personalized supplement maker under the umbrella of the global multi-level marketing giant and giving Bioniq better access to the U.S. and European markets.
The agreement is a major financial deal for the innovative supplement brand backed by Cristiano Ronaldo, with Herbalife paying out $55 million over five years, including an initial payment of $10 million at closing. On top of that, the companies agreed to up to $95 million of contingent payments based on future performance, making the deal worth a potential $150 million.
Bioniq offers supplement blends that are personalized through online quizzes and blood tests.
“Throughout my career, biometrics and personalized nutrition have been central to helping me perform and compete at the highest level,” Ronaldo said. “As a longtime Herbalife and Bioniq user, I’ve experienced firsthand how a tailored approach to nutrition can help optimize performance.”
The deal notably marries two companies that Ronaldo already has a stake in. Earlier this year, the soccer icon invested $7.5 million for a 10% equity stake in wellness platform HBL Pro2col Software, the Herbalife subsidiary behind Pro2col, which is currently in phased beta in the U.S., Canada and Puerto Rico.
Bioniq’s co-founder and president, Vadim Fedotov, plans to join Herbalife’s leadership team once the deal is solidified, with other key members also transitioning to the company.
“With a professional athletic career behind me, I created Bioniq to make health measurable, actionable, and accessible,” said Fedotov, a former basketball player. “Our science-driven approach, proven efficacy and sustainable business model have positioned us as a leader in personalized nutrition. Joining Herbalife allows us to accelerate our mission and bring personalized health solutions to a global audience at scale.”
While based in the U.K., Bioniq has expanded significantly across the Gulf region in recent years, including in the UAE and Saudi Arabia.
The move will boost the Bioniq’s scaling capabilities, enabling global growth through Herbalife’s extensive infrastructure across 95 markets, with over 2 million distributors and millions of customers worldwide.
Herbalife will also see major perks from the deal, gaining access to Bioniq’s proprietary algorithm and formulation capabilities that powers its trademark personalized supplements, which draw upon its patented product personalization engine, a consumer’s health background and its own database of biomarkers.
That database is one of the largest in the category, with over 6 million data points collected worldwide. Its patented algorithm identifies micronutrient imbalances to deliver precise daily nutrient support, amplified by one-on-one consultations and ongoing health insights.
The sale also provided Herbalife a call option to acquire Bioniq LAB, a separate platform focused on small molecules and peptides, granting Herbalife strategic flexibility to evaluate potential longer-term opportunities in the exploding area of peptides.
“The future of health and wellness is increasingly personalized and data-driven,” said Herbalife CEO Stephan Gratziani. “By combining Bioniq’s technology with our global infrastructure and Pro2col platform, we are uniquely positioned to deliver personalized nutrition to millions of consumers worldwide.”
Bioniq’s personalized products are expected to be offered later this year through Herbalife independent distributors in select markets across Europe and the U.S., with additional markets to follow.
