Wonderbelly

Wonderbelly™ is a US-based company focused on developing clean digestive medicines that effectively address common digestive issues such as heartburn and bloating, catering to health-conscious consumers with a commitment to clean ingredients. Founded in 2021 in Austin, US, Wonderbelly™ specializes in clean digestive solutions. The company was co-founded by Lucas Kraft and Noah Kraft, with Noah serving as CEO. Wonderbelly has completed a Series A funding round, raising a total of USD 11.

345 mn led by Loft Growth Partners and including various notable investors. As of January 22, 2026, Wonderbelly was acquired by Procter & Gamble Co. for undisclosed financial terms. Wonderbelly™ specializes in developing clean digestive medicines designed to alleviate common digestive ailments such as heartburn and bloating.

The company's core product offerings utilize active pharmaceutical ingredients similar to those found in leading brands, while prioritizing non-GMO, vegan, and clean inactive ingredients. All products are free from artificial dyes, sweeteners, talc, titanium dioxide, parabens, gluten, and dairy, making them appealing to health-conscious consumers. Targeting individuals who value sustainable and effective healthcare solutions, Wonderbelly™ products are marketed primarily to consumers in the United States, Canada, and select European countries. The company aims to provide a fast, clean, and tasty alternative to traditional antacids and digestive aids, with a customer base that includes both direct consumers and health-conscious retailers.

Wonderbelly™ generates revenue through direct-to-consumer sales as well as partnerships with health-focused retailers. The company's products are sold individually, with a strategic focus on making clean digestive relief accessible and appealing to a broad audience. The flagship offerings include a variety of antacids and digestive relief products that align with the brand's commitment to clean ingredients. Customers can purchase these products through the company’s website or through select retail channels, enhancing visibility and accessibility.

Pricing structures for individual products are designed to remain competitive within the health and wellness market, emphasizing value for consumers seeking effective and clean solutions for digestive health. In January 2026, Procter & Gamble Co. acquired Wonderbelly from various investors to enhance its portfolio with a modern, clean-label digestive-health brand. This acquisition is expected to help Procter & Gamble reach younger shoppers and expand its product offerings.

Future plans include the launch of new products aimed at broadening the range of clean digestive solutions, although specific release dates have not been disclosed. Additionally, Wonderbelly intends to expand its market presence beyond the current regions into new geographic areas, focusing on further penetration in Canada and select European markets.