Unilever moves deeper into the wellness market with plans to acquire US supplement brand Grüns as it sharpens its focus on high-growth categories.
Unilever has signed an agreement to acquire fast-growing US vitamins, minerals and supplements (VMS) company Grüns, strengthening its presence in the nutrition and wellbeing market.
The FMCG giant announced the deal today as part of its strategy to focus on premium, high-growth areas, particularly Beauty & Wellbeing and the US market. It marks Unilever’s first acquisition since agreeing last month to combine its food operations with spice producer McCormick.
Founded in 2023 by entrepreneur Chad Janis, Grüns has quickly grown into a significant player in the US supplement market. Its products are sold directly to consumers and through major retailers including Amazon, Target, Walmart and Costco. The company was valued at $500m following a Series B investment round in 2025.
Grüns produces ‘superfood’ gummy supplements designed to help consumers close nutrition gaps through an easy daily routine. Each product contains more than 60 ingredients, including organic fruits and vegetables, prebiotic fibre and whole-food greens powder components.
Our customers are the reason Grüns exists, and this partnership is ultimately for them. 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.”
Chad Janis, Founder and CEO of Grüns
Retail growth and strategic expansion
The acquisition forms part of Unilever’s continued expansion in the wellness sector, where it has made several strategic purchases over the past decade, including hydration sachet brand Liquid IV, hair growth supplement Nutrafol, and vitamin makers Olly and SmartyPants.
We are thrilled to welcome Grüns into the Unilever family. As a leader and true innovator in the Greens Supplement category, what sets Grüns apart is its focused portfolio of science-backed products that people genuinely enjoy, trust, and consistently use. This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our Wellbeing business.”
Jostein Solheim, Unilever Wellbeing CEO
The deal also aligns with Unilever’s wider strategic repositioning as it narrows its focus towards becoming a leading pureplay home and personal care company. According to the Financial Times, following the restructuring of its food business, beauty, wellbeing and personal care will account for around 67 percent of group revenue, up from 51 percent in 2025.
Terms of the transaction were not disclosed. The deal is expected to close later this year, subject to customary regulatory approvals and closing conditions.
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