Unilever buys Grüns, expanding U.S. supplements push

LONDON — Unilever has agreed to acquire Grüns, a fast-growing U.S.-based vitamins, minerals and supplements (VMS) company, as it continues to reshape its portfolio toward higher-growth, premium categories in Beauty & Wellbeing.

Founded in 2023 by Chad Janis, Grüns has quickly gained traction in the greens supplement segment with its gummy-based daily nutrition products. The brand is positioned around improving adherence in the supplement category, offering a more accessible alternative to traditional powders and pills. It has built a digitally native, culture-driven following and is now one of the largest players in the U.S. greens supplement space.

“This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our Wellbeing business,” said Jostein Solheim, highlighting Grüns’ science-backed formulations and consumer appeal.

Grüns products are distributed through both retail and direct-to-consumer channels across the U.S., with placement at major chains including Target, Walmart, Costco, Sam’s Club and Sprouts Farmers Market, alongside strong performance on Amazon.

Janis said the partnership will accelerate growth and product innovation. “With Unilever behind us, we can reach more people, move faster, and continue raising the bar on what an enjoyable daily wellness habit can be,” he said.

The acquisition aligns with Unilever’s broader strategy to scale its presence in health, wellness and functional nutrition, particularly in the U.S. market. Terms of the deal were not disclosed. The transaction is expected to close later this year, subject to regulatory approvals and customary closing conditions.