BrandProject

2.5 years ago, Good Bacteria was just an idea. I didn’t come from CPG. I hadn’t started a company before. I didn’t have a network of investors or industry insiders. I cold-outreached relentlessly and kept showing up, day after day, committed to our product, the mission, and building the best team. At the core was one belief: there had to be a better way to approach gut health and care for our microbes, rooted in science, diversity, and movement, inspired by how healthy ecosystems thrive. We launched four months ago. Seeing our product come to life in the homes of our customers and watching it grow into something tangible has been everything. I’m so proud of this chapter and of everyone who has played a role in getting us here. So grateful to everyone who has believed in us, challenged us, and helped us grow. Thank you to BrandProject LP for betting on us before anyone else, and to RiverPark Ventures, BAM Ventures, and Listen Ventures for joining the journey with trust and conviction. Feature below 👇 thank you Claire McCormack https://lnkd.in/eCNbEk3m

20 years ago, at age 15, I developed an eating disorder. 10 years ago I found recovery, but I had caused permanent damage to my digestive system, leaving me reliant on traditional OTC medicine to manage symptoms. 5 years ago I started searching for clean alternatives to the digestive medicine I was using, but couldn’t find any that met the ingredient standards I already sought in my food, bev or skincare products. So I decided to seek out how I could create it myself. A little under 3 years ago, Noah Kraft and I launched my dream – Wonderbelly Antacid - Wonderbelly’s first product and the start of a clean* digestive medicine brand. It’s been an incredible few years and then... on January 2nd, 2026... ... Procter & Gamble 𝒂𝒄𝒒𝒖𝒊𝒓𝒆𝒅 𝑾𝒐𝒏𝒅𝒆𝒓𝒃𝒆𝒍𝒍𝒚. When I came to Noah with the idea for Wonderbelly it felt almost absurd. Who were we to reimagine OTC medicine? We weren’t pharmaceutical scientists. We weren’t gastroenterologists. We were just two brothers with stomach problems who believed that effective medicine could be made with clean ingredients and that we weren’t the only ones who were looking for this kind of solution. What I came to realize is that this was exactly what made Wonderbelly special. It was built by folks who genuinely wanted to use it. I built a product for myself. And for everyone who suffers from stomach issues. To note: we did have some of the top gastroenterologists and pharmaceutical scientists help along the way. ;) Emeran Mayer, MD GAIL HECHT Having a company like P&G acquire Wonderbelly is beyond humbling and further validation that clean medicine is truly for everyone. P&G isn’t just a leader in CPG, they are one of the companies that paved the way for brands like Wonderbelly to exist in the first place. Their products have been part of my life for as long as I can remember, shaping how I think about medicine, the gut, consumer trust, and how to make an impact. So what comes next? As part of this move, Noah and I - and the entire Wonderbelly team - will be partnering with P&G during this transition, making this not a period but an ellipsis, and another amazing chapter in the Wonderbelly journey.  I’m deeply grateful for everyone who supported us along the way and to P&G for their follow-through, candor and stewardship through the acquisition process. We are humbled by P&Gs commitment to honoring Wonderbelly's vision and are so excited to take Wonderbelly to an entirely new level. Here’s to the future, to our team, and to P&G + Wonderbelly kicking lots of acid, together. With deep gratitude, Lucas and Noah cc: Noah Kraft Marshall Benjamin Robert Clemons III Jeffrey Behm Blythe Kaplowitz Sara G. Zachary Tilch Connor D. * Wonderbelly defines clean medicine as using active pharmaceutical ingredients to formulate effective medicine that is NON-GMO, vegan and free of artificial dyes, artificial sweeteners, talc, titanium dioxide, parabens, gluten, and dairy.