Unilever Targets Premium Wellness Growth with Acquisition of Grüns to Strengthen Position in U.S. Supplements Market

Unilever Targets Premium Wellness Growth with Acquisition of Grüns to Strengthen Position in U.S. Supplements Market

(IN BRIEF) Unilever has agreed to acquire Grüns, a fast-growing U.S.-based supplements company known for its innovative gummy-based greens products, as part of its strategy to expand into premium and high-growth segments within the Beauty & Wellbeing category. Founded in 2023, Grüns has quickly built a strong presence in the U.S. market by addressing consumer challenges around supplement adherence through enjoyable and convenient products. The brand’s rapid growth, strong digital presence, and loyal customer base make it an attractive addition to Unilever’s portfolio. The acquisition is expected to accelerate Grüns’ expansion, supported by Unilever’s global capabilities, while maintaining its focus on product innovation and customer experience. The deal, which remains subject to regulatory approvals, is anticipated to close later this year.

(PRESS RELEASE) LONDON, 9-Apr-2026 — /EuropaWire/ — Unilever has entered into an agreement to acquire Grüns, a rapidly expanding vitamin, mineral and supplement (VMS) brand that has established a strong position within the U.S. Greens Supplement market. The acquisition reflects Unilever’s ongoing strategy to reshape its portfolio toward premium, high-growth categories, with particular emphasis on Beauty & Wellbeing and the U.S. consumer market.

Founded in 2023 by Chad Janis, Grüns was created to simplify daily nutrition by making supplement routines both convenient and enjoyable. The company emerged from the insight that the key challenge in the supplement sector is not awareness, but consistent usage. By introducing an accessible and appealing gummy-based format, Grüns has quickly grown into one of the leading brands in its category, supported by a digitally driven and culturally relevant brand identity.

Jostein Solheim, CEO of Unilever’s Wellbeing division, highlighted that Grüns’ success lies in its combination of scientifically formulated products and strong consumer appeal. He noted that this blend of effectiveness and user experience presents a compelling opportunity to expand the brand further within Unilever’s global Wellbeing portfolio.

Chad Janis emphasized that the partnership is designed to accelerate the company’s growth while maintaining its customer-first approach. Backed by Unilever’s scale and resources, Grüns aims to broaden its reach, enhance innovation, and continue evolving the concept of daily wellness habits.

Grüns products are currently available through both retail outlets and direct-to-consumer channels across the United States. The financial terms of the transaction have not been disclosed. Completion of the acquisition is expected later this year, pending regulatory approvals and standard closing conditions.

The company has built its reputation around its flagship nutrient-support gummies, which combine more than 60 ingredients, including a wide range of organic fruits and vegetables, essential vitamins and minerals, and prebiotic fibre. This formulation is designed to deliver the benefits of traditional multivitamins and greens powders in a convenient and enjoyable format.

Since its launch, Grüns has expanded its product range to include targeted offerings such as children’s supplements, cognitive support solutions, immune system support, and energy-focused products. The brand has rapidly gained popularity among a broad audience, including health-conscious consumers, families, and fitness enthusiasts. With over one million customers, tens of thousands of five-star reviews, and millions of gummies shipped daily, Grüns has become a leading product in its category across both online platforms and major U.S. retailers such as Amazon, Target, Walmart, Costco, Sam’s Club, and Sprouts Farmers Market.

Media Contacts
Unilever Global Media Relations
Press-Office.London@Unilever.com

SOURCE: UNILEVER