Unilever has announced it has signed an agreement to acquire Grüns, a US-based greens supplement company that has rapidly established itself as one of the largest brands in its category since launching in 2023.
The deal represents a continued strategic shift for the consumer goods group, which has described the move as part of its efforts to optimise its portfolio "towards premium and high-growth spaces", with particular emphasis on its Beauty & Wellbeing division and the US market.
Financial terms were not disclosed, though Grüns was valued at $500m during a Series B funding round in 2025.
Founded by Chad Janis, Grüns was built around the premise that poor adherence, rather than lack of awareness, is the supplement industry's core challenge.
Its answer was a gummy format that makes daily nutrient intake more enjoyable and consistent, a proposition that has clearly resonated with consumers.
By its second anniversary, the brand had surpassed $300m in annual revenue and was shipping ten million gummies daily.
Janis will remain as CEO following the completion of the transaction, expected to close later in 2025, subject to regulatory clearance.
Jostein Solheim, CEO of Unilever's Wellbeing unit, said the brand's "focused portfolio of science-backed products that people genuinely enjoy, trust and consistently use" made it a compelling acquisition target.
The purchase adds to Unilever's existing VMS portfolio, which already includes Olly, SmartyPants and Onnit and follows the group's recently announced agreement to combine its food operations with spice producer McCormick.
The greens supplement category has seen growing interest in gummy delivery formats in recent years, with several brands, including Lemme by Kourtney Kardashian Barker and Wednesday, launching gummy-based greens products to compete with traditional powders.