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07/16/2021

Barton joins Natrol, Jarrow Formulas as CEO

Nina Barton, a 10-year veteran of Kraft Heinz and seasoned CPG executive, will lead the combined company of Natrol and Jarrow Formula, both of which are owned by New Mountain Capital.
David Salazar
Managing Editor
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Natrol and Jarrow Formulas have new leadership. Nina Barton has been named CEO of the combined company, both of which are owned by New Mountain Capital. 

Barton joins the company from Kraft Heinz, where she most recently serves as global chief growth officer — a role that marked the culmination of a decade-long career with the company that saw her serving in roles that included oversight of global strategy and transformation, global e-commerce, enterprise-wide innovation, marketing and research and development. Titles Barton held at Kraft Heinz included president of Kraft Heinz Canada and president of global digital online growth. 

“Nina has an exceptional track record in building brands people love and trust,” New Mountain Capital managing director Andre Moura said. “Her deep e-commerce experience and world-class leadership skills make her the right leader for Natrol and Jarrow Formulas. We welcome Nina and are excited to work closely with her as we continue to invest in developing new products and capabilities to enhance our customers’ health and wellness.”

Before joining Kraft Heinz in 2011, Barton spent time in numerous marketing and leadership positions across leading CPG companies, including Johnson & Johnson, L’Oréal and Procter & Gamble. 

[Read more: Aurobindo sells Natrol to New Mountain Capital]

“It is a fantastic opportunity to partner with New Mountain Capital to accelerate the Natrol and Jarrow Formulas brands in a category that has ever-increasing consumer demand,” Barton said. “I look forward to building on the enormous success of the Natrol and Jarrow Formulas teams as we continue to serve our consumers by providing high-quality products.”

New Mountain Capital said Natrol and Jarrow Formulas mark two established names in the vitamin market, with Natrol leading in sleep and mood/stress and Jarrow Formula standing out as an independent formulator, manufacturer and marketer of probiotics, vitamins, minerals and supplements. In October, New Mountain Capital acquired Natrol, shortly following the firm’s acquisition of Jarrow Natural with the plan of combining them. Currently, the combined company has more than 600 employees. 

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