NDAQ IPO – $BBCO

Company Overview

Company Description

Our Vision:

Be the most trusted, natural source for health and wellness, inside and out Our Mission: Empower and inspire people to feel their very best The Better Being Co. is a high-growth whole-body wellness platform that develops, manufactures, markets and distributes trusted and beneficial vitamins, supplements, minerals and personal care products through a portfolio of differentiated brands. We are dedicated to providing innovative and high-quality products to our loyal consumers and compelling value to our global network of retail partners. The strong momentum across our brands is underpinned by durable, secular trends, including an increased consumer focus on health and wellness, the continued shift to online purchasing and the rising importance of self-care and well-being. Our carefully curated collection of leading brands, each with a differentiated positioning, empowers our consumers to take charge of their health in order to meet their own unique wellness needs, inside and out. Our long-standing, highly reputable brands appeal to a broad range of consumer demographics spanning generations, cultures, income levels and varying degrees of knowledge and interest regarding health and wellness. As such, our products become an integral part of the daily routines of our loyal and highly engaged health and wellness-oriented consumers. Our core brands include Solaray, KAL, Zhou, Nu U, Heritage Store, Life Flo and Zand Immunity, which together experienced annual average net sales growth of 15.2% from fiscal year 2018 to fiscal year 2020, significantly outpacing the growth of the global vitamins and minerals market. Our core brands have won numerous awards and have been featured in an array of magazines in recent years, and, according to SPINS, our Solaray brand is the fastest growing brand among top 5 brands (by dollar sales) across the Vitamins & Supplements and Herbs & Homeopathic departments in the combined Natural Enhanced and Regional & Independent Grocery retail channels in both dollar and growth, and is the #2 dollar share brand, for the 52 weeks ended December 27, 2020. Our portfolio also includes additional brands that offer a broad range of benefits to targeted consumer segments.

Leveraging our agile, science-driven innovation engine and vertically integrated manufacturing capabilities, we are able to rapidly develop, produce and launch the vast majority of our products in-house. We are committed to sourcing only the highest quality, lab-verified ingredients, and we control our supply chain from sourcing to distribution, allowing us to consistently provide consumers and retail partners with high-quality, beneficial and nourishing products. We endeavor to make our products available everywhere our consumers shop. We have broad omnichannel distribution globally, including long-standing relationships with leading Natural and Specialty retailers, increasing momentum with food, drug and mass (“FDM”) retailers and an established online presence. We provide a compelling value proposition to our existing and potential retail partners by driving in-store traffic through our tailored marketing strategies and delivering incremental sales in the premium vitamins, minerals and supplements and personal care categories. We also distribute internationally — in fiscal year 2020, 29% of our net sales were generated outside of the United States, of which 61% were generated online, resulting in online international sales representing 18% of net sales.

We have a long track record of strong net sales growth and our momentum has further accelerated under our highly experienced leadership team, growing net sales at 9.9% annually from fiscal year 2018 to fiscal year 2020 through a combination of organic growth and strategic acquisitions. Our strong growth momentum is further bolstered by compelling margins and robust free cash flow generation to deliver a highly attractive financial profile. In fiscal year 2020, while we had a net loss margin of 10.2%, we achieved gross margin and Adjusted EBITDA (non-GAAP financial metric) margin of 52.6% and 20.0%, respectively. Our mission is to empower and inspire people to feel their very best by providing products targeting self-care and wellness across the globe, and we recognize the importance of social and environmental responsibility. We are passionate about our operational endeavors to increase usage of solar power, introduce recycled packaging and offset our carbon emissions, and proud of our diverse, mission-driven team and the inclusive, equitable and safe workplace we have provided for all of our employees. We have committed to increasing our solar power usage to 10% of total power by 2025, to planting one million trees in countries where our ingredients are sourced, and to sourcing 20% of our bottling needs using PCR resin with paper-to-plastic recycling in all departments. As we strive to be the most trusted natural source for health and wellness, inside and out, our commitment to these values remains a core element of our leadership. We have an enduring history as a pioneer in health and wellness, providing nourishing and beneficial products to health enthusiasts well before our founding in 1993. Many of our brands, like KAL (founded in 1932) and Solaray (founded in 1973), have a strong heritage with deep consumer trust and credibility built by consistently offering innovative, high quality products. Over time, we have continued to put the consumer first by selectively acquiring and building brands in core categories that offer our consumers a comprehensive selection of products to cater to their individual health and wellness needs. Building upon our legacy, we have undergone a meaningful evolution since 2017 by implementing the following changes under the stewardship of our current management team and our principal stockholder:

• Leadership: Invested in a world-class leadership team, including Monty Sharma as CEO and additional key leaders, to introduce deep expertise to our business and execute on our growth strategy;

• Marketing: Created dedicated world-class consumer marketing teams for each core brand to focus on innovation, consumer acquisition, engagement and retention;

• Brand activation: Expanded our brand strategy to reach the evolving spectrum of health and wellness-seeking consumers, amplifying brand awareness beyond enthusiasts;

• Portfolio: Optimized and reinvigorated our brand portfolio by refining brand marketing to reach a broader consumer base, streamlining our assortment to focus on the most relevant products for our consumers and acquiring Nu U and Zhou;

• Distribution: Committed to making our products available wherever our consumer shops by increasing omnichannel penetration, continuing our leadership position in the Natural and Specialty Retail channel, expanding our presence in the growing online channel, and gaining momentum in the FDM channel;

• Retail: Exited 52 previously operated retail stores to focus on our core capabilities in marketing, distribution, innovation and manufacturing, improve relationships with retail partners by removing a potential conflict of interest, and redirect capital to more efficient uses; and

• Manufacturing: Rationalized manufacturing footprint by consolidating operations and driving continuous improvement in core production capabilities. These recent initiatives have delivered rapid results and have positioned us to capture increased market share as we execute on our strategic growth plan. — Our principal executive offices are located at 222 S Main Street, Suite 1600, Salt Lake City, Utah 84101. Our telephone number is (435) 655-6000. Our website address is www.betterbeing.com.