Onnit

Method

Onnit is founded in Austin in 2010 by Aubrey Marcus around the nootropic Alpha BRAIN, with Joe Rogan as co founder and the brand's constant on air advertiser through The Joe Rogan Experience, which is where the first customers come from. The line grows into mood, gut health and fitness products, an Austin gym and a content site with more than a million visitors a month, distributed through Whole Foods Market, Amazon, CVS, Sprouts and Vitamin Shoppe. On April 26, 2021 Unilever agrees to acquire Onnit for its wellness portfolio alongside OLLY, Liquid I.V. and SmartyPants, with terms undisclosed. An April 2024 lawsuit alleges Alpha BRAIN performs no better than placebo. It is the model of a podcast audience turned into a Texas manufactured consumer brand and a strategic exit.

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The path: money and goods moving

• owned byJoe RoganRogan is a co founder of Onnit and advertises its products on his podcast until the 2021 sale to Unilever.2010 to 2021
• owned byAubrey MarcusMarcus founds Onnit in Austin in 2010 and sells to Unilever in April 2021.2010 to 2021
• acquired byUnileverUnilever agrees to acquire Onnit on April 26, 2021 with terms undisclosed.2021
• stocked byAmazonUnilever's announcement lists Amazon among Onnit's retail channels at the time of sale.2021