Hot selling probiotics brand for sale for reported $500 millionHot selling probiotics brand for sale for reported $500 million

The founder of a hot selling probiotics brand on Amazon is reportedly set to sell the company.  According to a report, the sales price could be as high as $500 million.

January 24, 2025

2 Min Read
The owners of Physician's Choice have chosen a good time to seek a buyer as probiotics category is projected to grow strongly in the next few years.

At a Glance

  • Owners of a hot selling probiotics brand are reportedly seeking an exit.
  • A price tag of $500 million has been reported.
  • The brand, Physician’s Choice, sells multi-strain supplements.

Physician’s Choice, a Denver-based probiotics brand, has been reported to be soliciting sales offers. According to a recent Reuters report, a $500 million price tag has been floated for the transaction.

Physician’s Choice was founded by Colorado entrepreneur Logan Chierotti.

Chierotti has said he had experience working at GNC in the past and was always interested in supplements. He is on record saying that he recovered hearing in one ear following an accident by use of supplements.

Decision to narrow focus was turning point

While Physician’s Choice is private, in late 2023 Chierotti claimed the company “was on pace to do $150 million in sales.” He also claims the company is the No. 1 selling probiotics brand on Amazon. The company sells on other online platforms and has retail distribution as well according to Chierotti, who dropped out of college to start a real estate sales lead generation company.

In an interview with author and business consultant Ryan Daniel Moran, Chierotti laid out the evolution of the company, which he founded with a partner from earlier ventures.

“At the start we had a lot of different supplements, like turmeric and ashwagandha and probiotics. And they were all doing OK,” Chierotti told Moran.

Chierotti said he concluded the company was spread too thin, and a decision was made to drop most of the SKUs they were selling at the time.

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“I said, I think we need to narrow down our focus and go hard into just one category, and for us, that category was probiotics,” he said.

Products sidestep IPA labeling guidelines

Physician’s Choice offers a suite of multi-strain probiotic formulas. The company’s website claims it sources “high-quality ingredients and strains approved by physicians.”  It does not, however, adhere to the International Probiotics Association labeling guidelines that call for products to be labeled with genus, species and alpha-numeric strain designations. Physician’s Choice products are labeled to the genus and species level only.

The brand’s flagship product features 10 probiotic species and sells for about 72 cents per dose on Amazon. A comparable Jarrow multi-strain probiotic, which does include specific strain designations on its label, sells for about 96 cents per pill.

Strong category

Chierotti’s choice to move fully into probiotics could be seen as prescient. According to projections from Informa publication Nutrition Business Journal, the category is expected to grow strongly in the coming years.

NBJ projects the final sales for 2024 at $2.27 billion, which would represent an annual growth of 6.7%. By 2027, domestic sales are estimated to reach $2.85 billion.  Growth in those intervening years is projected to be 7.7% in 2025, 8.6% in 2026 and 7.6% in 2027.

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