Unilever to acquire Grüns gummy supplement to boost US wellness portfolio
Key takeaways
- Unilever is acquiring the US-based greens supplement company Grüns, expanding its focus on premium wellness products.
- Grüns says its success in the greens supplement category is attributed to its science-backed gummy format.
- The acquisition strengthens Unilever’s position in the US market, with plans to scale Grüns’ brand.
Image credit: GrünsUnilever has signed an agreement to buy Grüns, a fast-growing US supplement brand with a strong position in the country’s greens supplement category. Grüns was founded in 2023 with a mission to make daily nutrient support an easy, enjoyable ritual.
Unilever notes its most recent acquisition marks another step in optimizing its portfolio toward “premium and high-growth spaces,” with a stronger focus on beauty, well-being, and the US market.
“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,” says Jostein Solheim, Unilever Wellbeing CEO.
“This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our well-being business.”
The terms of the deal have not been disclosed. The transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
Green gummy supplements
Chad Janis, founder and CEO of Grüns, launched the company after recognizing that one of the supplement industry’s biggest barriers was adherence. The company has become one of the largest brands in green supplements, built around a digitally native brand. The supplements are distributed through retail and direct-to-consumer channels in the US.
“Our customers are the reason Grüns exists, and this partnership is ultimately for them,” says Janis. “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.”
Other companies have also moved away from the more traditional green powder supplements into more popular gummy formats. For example, last year Lemme by Kourtney Kardashian Barker released Lemme Greens, an organic superfruit and greens gummy.
Previously, Wednesday launched a superfood greens and probiotics blend in a convenient gummy format. The brand said it spotted a “gap in the market,” as powders can be more difficult to fit into daily routines.
