Website Closers brokers acquisition of smoothie brand TUSOL Wellness

What's the deal? TUSOL WellnessDealroom has a profile for this one. Try Dealroom →, a premium functional nutrition brand known for its organic "smart smoothie" formulations, has been acquired by Hemanth Reddy. The deal, announced September 23, 2026, was brokered by Website ClosersDealroom has a profile for this one. Try Dealroom →, with Paul Volen representing the sell side and Paul Vartanian the buy side. Terms were not disclosed.

What each side brings: Founded by Ilana Friedman, TUSOL sells organic superfood smoothies, plant-based protein blends, and targeted nutritional formulations aimed at energy, metabolism, gut health, cognition, and immunity. Each serving packs more than 29 superfoods, 16 adaptogens, probiotics, digestive enzymes, and 16 grams of plant-based protein.

Why the brand stood out: Its products carry USDA-certified organic, non-GMO, gluten-free, and dairy-free labels, backed by third-party lab testing. That positioning helped TUSOL build a direct-to-consumer model with recurring revenue potential.

What's the endgame? Reddy plans to scale the brand's product line, customer reach, and retail footprint. "We're excited to continue expanding the brand while maintaining the quality standards and wellness-focused mission that made it successful," he said.

A founder's exit: For Friedman, the sale caps years spent building a trusted wellness brand. "TUSOL was created to help people nourish their bodies with clean, functional nutrition that genuinely supports wellness," she said, adding that the brokers "handled the process with professionalism."

The signal: The deal reflects steady buyer appetite for clean-label, performance-focused nutrition brands. As Vartanian put it, "The wellness industry is evolving toward performance-focused nutrition and ingredient transparency" — a shift that keeps premium, science-driven brands like TUSOL in demand.

Image credit: Lori Greig