# Reckitt Benckiser Group to acquire Biofreeze

- Link: https://www.directorstalkinterviews.com/reckitt-benckiser-group-to-acquire-biofreeze/412963347
- Published: 2021-02-24T07:43:53+00:00
- Author: Amilia Stone

**Reckitt Benckiser Group plc** (LON:RB) has announced that it has entered into 
a definitive agreement to acquire the Biofreeze brand from Performance Health, a
company owned by Madison Dearborn Partners.

In the US, Biofreeze is the number one clinically recommended topical pain relief
brand, and has delivered robust double-digit sales growth.

The acquisition represents a unique and exciting opportunity to unlock value through
RB’s expertise, global operating footprint and infrastructure. Biofreeze is a perfect
fit with RB’s Health platform and deepens RB’s presence within the broader pain 
category.

> **Francis X. Dirksmeier, Chief Executive Officer of Performance Health, said:**
> “There isn’t a better fit for Biofreeze than RB. The acquisition is based on growth
> and building value. As a global fast-moving consumer goods company with a leading
> portfolio of health, hygiene and nutrition brands, RB will be able to expand the
> brand’s terrific track record of growth as part of a global consumer products 
> leader. Performance Health will be able to focus on our meaningful work to serve
> clinical and sports providers and patients through rehabilitation and recovery
> solutions.”

The transaction is subject to certain regulatory approvals as well as other customary
closing conditions and completion is currently expected in Q2 2021.

> **Laxman Narasimhan, Chief Executive Officer of Reckitt Benckiser Group, said:**
> “Biofreeze has a strong strategic and synergistic fit with RB’s brand portfolio.
> We see compelling opportunities to develop the topical pain relief category globally
> with Biofreeze and other RB pain management brands including Nurofen, Moov and
> Tempra. The brand taps into the growing global trend for wellness and self-care
> and aligns with our strategy to build our US Health footprint into new spaces 
> and places.” 

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