Nina Barton, a seasoned consumer brand and e-commerce leader who most recently served as Global Chief Growth Officer at Kraft Heinz, joins Jarrow Form
Experienced CPG Leader Nina Barton Appointed CEO of Natrol & Jarrow Formulas
Premier Vitamin & Supplement Brands Owned by New Mountain Capital Positioned for Continued Rapid Growth
July 14, 2021 03:02 PM Eastern Daylight Time
LOS ANGELES & NEW YORK–(
)–Nina Barton, a seasoned consumer brand and e-commerce leader who most recently served as Global Chief Growth Officer at Kraft Heinz, joins Jarrow Formulas and Natrol as Chief Executive Officer. Barton brings her more than two decades of experience accelerating consumer businesses to the leading vitamin and supplement brands owned by New Mountain Capital.
Barton is widely recognized as an inspiring team builder and innovator who has successfully built iconic brands while navigating rapid disruption in consumer industries.
With the vitamin and supplement industry
achieving record growth in 2020
, including a significant rise in e-commerce sales, Barton will lead Natrol and Jarrow Formulas as one combined company with more than 600 employees.
“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.”
“Nina has an exceptional track record in building brands people love and trust. Her deep e-commerce experience and world-class leadership skills make her the right leader for Natrol and Jarrow Formulas,” said Andre Moura, Managing Director at New Mountain Capital. “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.”
At Kraft Heinz over the last decade, Barton held numerous roles where her responsibilities included leading global strategy and transformation, global e-commerce and digital businesses, enterprise-wide innovation, marketing and R&D. Barton previously served as President of Kraft Heinz Canada and President of Global Digital Online Growth, where she led the over $2 billion Kraft Heinz Canada business.
Prior to joining Kraft in 2011, Barton held numerous marketing and leadership positions at Johnson & Johnson, L’Oréal, and Procter & Gamble. Barton holds a Bachelor of Commerce degree from McGill University and an MBA from the Wharton School at the University of Pennsylvania.
Jarrow Formulas and Natrol are recognized as trusted, long-standing leaders in the vitamin and supplement industry. Since their founding in 1977 (Jarrow Formulas) and 1980 (Natrol), the popular vitamin and supplement brands have earned a large and loyal customer following based on their top-quality and scientifically-supported products. Natrol is best known for its sleep and mood & stress products and has grown to be the #1 natural sleep brand. Jarrow Formulas is a leading independent formulator, manufacturer and marketer of high-quality and scientifically-supported probiotics, vitamins, minerals and other supplements. Natrol and Jarrow Formulas were acquired by New Mountain in late 2020.
For more than 40 years Natrol has provided high-quality, efficacious nutritional supplements to consumers across the globe. The company was founded in 1980, and has evolved over the past four decades into one of the most recognized and trusted brands in the Vitamin, Mineral and Supplement category. Natrol is the #1 brand for natural sleep and a leader in vital health areas including Sleep, Immunity, Brain Health, Mood & Stress, and Beauty. Visit
for more information.
About Jarrow Formulas
Jarrow Formulas is a formulator and supplier of superior nutritional supplements. The company was founded in 1977, and today it markets its products in the United States and throughout the world. Jarrow Formulas’ goal is to promote optimal health based on sound scientific research data. The company’s complete line of nutritional products includes vitamins, minerals, probiotics, standardized herbal concentrates, amino acids and enzymes. For more information on Jarrow Formulas, please visit
About New Mountain Capital
New Mountain Capital is a New York-based investment firm that emphasizes business building and growth, rather than debt, as it pursues long-term capital appreciation. The firm currently manages private equity, public equity, and credit funds with over $33 billion in assets under management. New Mountain seeks out what it believes to be the highest quality growth leaders in carefully selected industry sectors and then works intensively with management to build the value of these companies. For more information on New Mountain Capital, please visit