Looking to reinforce its position in developing dietary supplements for the health and nutrition industry, Atrium Innovations, Quebec City, Canada, has acquired Ontario, Canada-based Seroyal International for $110 million. Seroyal commercializes premium dietary supplement brands primarily targeting the healthcare practitioner (HCP) channels in Canada and in the U.S. with annualized consolidated revenues of approximately $40 million. Seroyal’s product portfolio consists of three main brands: Genestra, Unda and Pharmax. These brands are well known among HCP channels and account for close to 90% of total revenues, with Genestra being the core of these HCP brands. Another brand, CoreLab, owned in a joint venture, is a Health Food Store brand currently sold in the U.S. In addition, the company is the exclusive distributor for the Canadian and U.S. markets of Unda, a European homeopathic brand. Revenues derived from the Canadian and U.S. markets account, respectively, for approximately 65% and 35% of total sales.