Bain Capital and Blackstone have emerged as leading contenders in the sale process for Vitabiotics, the UK supplements manufacturer behind some of the country’s best-known vitamin brands, according to Bloomberg sources.

Both firms have reportedly progressed to the next round of bidding, alongside EQT and TPG. The business could be valued at about £900m, or around $1.2bn, although discussions are ongoing and a deal is not guaranteed.

Vitabiotics is led by chief executive Tej Lalvani and sells products including Wellman, Wellwoman, Pregnacare, and Wellbaby. The company was founded by Kartar Lalvani, who remains chairman.

The process highlights continued private equity interest in resilient consumer health businesses with strong brand recognition and recurring demand, even as dealmaking remains selective across the UK mid-market.

Representatives for Bain, Blackstone, EQT, TPG, and Vitabiotics declined to comment.

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