PK Health Acquires Puhdistamo in Major Nordic Wellness Market Push

NEW YORK, NY – January 15, 2026 – PK Consumer Health, a rapidly emerging European healthcare platform, today announced it has signed an agreement to acquire Puhdistamo – Real Foods Oy, a leading Finnish wellness brand. The move signals an aggressive expansion into the lucrative Nordic consumer health market and represents a significant step in a broader strategy to consolidate Europe's fragmented landscape of health and supplement companies.

The acquisition, orchestrated by PK Consumer Health's backers, New York-based Avista Healthcare Partners and Belgian family office Damier Group, brings a high-growth, premium brand into a newly formed pan-European portfolio. It comes just two months after the platform was initiated with the acquisition of PK Benelux, a leader in the Dutch vitamins, minerals, and supplements (VMS) market.

A Strategic Play for a Booming Market

The acquisition of Puhdistamo provides PK Consumer Health with an immediate and powerful foothold in the Nordic region, a market characterized by high consumer health awareness and spending. Founded in 2009 in Lempäälä, Finland, Puhdistamo has carved out a reputation as a regional champion, renowned for its commitment to high-quality, pure, and sustainably produced supplements, superfoods, and functional beverages.

Puhdistamo's claim as a "fast-growing" player is substantiated by strong financial performance. In 2025, the company reported a turnover of €31.9 million, a 28.6% increase from the previous year. Even more impressively, its operating profit soared by 78% to reach €6.1 million, demonstrating robust profitability and operational efficiency. This growth is powered by a strong omni-channel presence that spans grocery retail, health stores, pharmacies, and a thriving online business across the Nordic countries.

The timing of the entry is critical. The Nordic sports nutrition market alone was valued at over USD 823 million in 2024 and is projected to nearly double to USD 1.78 billion by 2033, expanding at a compound annual growth rate (CAGR) of over 9%. Puhdistamo is perfectly positioned within this trend, offering popular products like protein supplements, electrolyte powders, and collagen.

Carl-Gustaf Elfving, CEO of Puhdistamo, expressed optimism about the brand's future. "We are entering a significant new phase in Puhdistamo's growth story," he stated. "By joining a larger European consumer health group, we have found partners who share our vision and our values. With PK Consumer Health, we have a stronger platform to accelerate our growth especially in Finland and Sweden, take our brands to new international markets and to invest in innovation, while staying true to what has made Puhdistamo successful from the start – entrepreneurship and a commitment to uncompromising quality."

The Architects of a Health Empire

This acquisition is not an isolated event but a calculated move in a larger consolidation game led by seasoned investors. Both Avista Healthcare Partners and Damier Group, the family office of serial entrepreneur Yvan Vindevogel, have a deep history of building consumer healthcare giants. Their shared portfolio has included successful ventures like Cooper Consumer Health and Vision Healthcare, which grew into dominant European players through a similar buy-and-build strategy.

PK Consumer Health is their latest vehicle for this vision. The platform's creation in late 2025 with the acquisition of PK Benelux, owner of the fast-growing Dutch VMS brand Lucovitaal, was the opening salvo. The swift follow-up with Puhdistamo demonstrates a clear intent to rapidly build scale and diversity across Europe.

Yvan Vindevogel, Chairman of PK Consumer Health, framed the acquisition in the context of this ambitious strategy. "This transaction marks not only our entry into the Scandinavian market, but also broadens our product offering with attractive categories such as sports nutrition and functional drinks, creating compelling cross-selling opportunities across the platform," he said. Vindevogel added that the move is an important step towards achieving their "EUR 100m EBITDA ambition in the coming years," signaling the significant financial scale they aim to achieve.

Forging a Diversified Wellness Portfolio

The strategic fit between PK Benelux and Puhdistamo creates a more balanced and diversified European player. PK Benelux's flagship brand, Lucovitaal, is a powerhouse in the Dutch VMS market, offering a broad portfolio of supplements and medical devices through drugstores, supermarkets, and online channels. Its strength lies in mass-market accessibility and product breadth.

In contrast, Puhdistamo brings a premium, specialist portfolio focused on purity, natural ingredients, and high-growth niches like superfoods, sports nutrition, and KETO products. This immediately expands PK Consumer Health’s reach from mainstream VMS into the premium wellness and active lifestyle segments, which are increasingly driving market growth. The combination aligns the new entity with key consumer trends, including the demand for clean-label, plant-based, and functional products.

The potential for synergies is substantial. PK Consumer Health can leverage Puhdistamo’s established distribution network to introduce the Lucovitaal brand to Nordic consumers. Conversely, Puhdistamo’s unique and sought-after products now have a clear pathway into the Benelux region and the 30+ countries where PK Benelux already has a distribution footprint for its private-label business.

A Partnership Model for Growth

Crucially, the deal is structured as a partnership rather than a simple buyout. Puhdistamo's selling shareholders, including the venture capital firm Rite Ventures and the current senior management team, are reinvesting a significant portion of their proceeds back into the parent company, PK Consumer Health. This model, a hallmark of Avista's and Damier's investment philosophy, ensures that the founders and executives who built the brand remain financially and operationally committed to its future success.

By keeping the entrepreneurial leadership in place, PK Consumer Health aims to preserve the unique culture and commitment to quality that made Puhdistamo a trusted brand. This approach mitigates integration risks and fosters a collaborative environment for growth and innovation across the platform.

The transaction, for which financial terms were not disclosed, is expected to close in the second half of January 2026. With this key Nordic piece in place and a statement from PK confirming "several additional acquisitions in the pipeline," the industry will be watching closely as this new European consumer health powerhouse continues to take shape.