Unilever acquired Grüns to expand its US wellness portfolio in greens supplements

Unilever had agreed to acquire Grüns, a US vitamins, minerals and supplements company that built a strong foothold in the fast-growing greens supplement category in just a few years, as the consumer goods group continued to reshape its portfolio around higher-growth, premium segments.

• Unilever signed an agreement to acquire Grüns, a US greens supplement brand founded in 2023 and sold through both retail and direct-to-consumer channels.
• The deal added another fast-growing wellness business to Unilever’s Beauty & Wellbeing division as it sharpened its focus on premium categories and the US market.
• Financial terms were not disclosed, and the transaction was expected to close later in 2026 subject to regulatory approvals and customary closing conditions.

The acquisition, announced on 9 April, added another digitally native brand to Unilever’s growing health and wellness portfolio at a time when large consumer companies were placing greater emphasis on products tied to daily nutrition, functional ingredients and repeat consumer use. Unilever disclosed that the move marked another step in optimizing its portfolio toward premium and high-growth spaces, with particular attention on Beauty & Wellbeing and the US.

Grüns, founded in 2023 by Chad Janis, entered the market with a simple proposition: make daily nutrient support easier to stick with. The company had centered its offer on greens gummy supplements, targeting a challenge that Janis identified early in the category. For many consumers, the problem was not a lack of interest in supplements, but the difficulty of maintaining a consistent habit.

That idea appeared to resonate quickly. In a relatively short period, Grüns grew into one of the largest brands in the US greens supplement category, according to Unilever’s announcement. The business built its presence through a mix of direct-to-consumer sales and retail distribution, while also developing a brand identity designed to feel less clinical and more culturally current than many traditional supplement players.

For Unilever, the appeal lay not only in growth, but in the way the company believed Grüns had combined science-backed positioning with a product format consumers actually wanted to use. That fit was central to the rationale laid out by Jostein Solheim, CEO of Unilever Wellbeing, who linked the acquisition to the group’s broader ambitions in the category.

“We are thrilled to welcome Grüns into the Unilever family,” Solheim said. “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.”

His comments underscored a wider shift in consumer health, where companies increasingly competed not only on formulation and claims, but also on convenience, format and the ability to become part of everyday routines. Gummies, powders and other lifestyle-friendly supplement formats had become an important part of that battle for adherence, especially among younger consumers who were less drawn to conventional pill-based regimens.

For Grüns, joining Unilever offered scale at a stage when the business had already demonstrated momentum but remained relatively young. Janis, the company’s founder and CEO, cast the deal as a way to widen access while maintaining the brand’s core mission.

“Our customers are the reason Grüns exists, and this partnership is ultimately for them,” Janis said. “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.”

That emphasis on enjoyment was notable. In supplements, efficacy had long dominated product messaging, but brands across the wellness space increasingly tried to build around behavior as much as biochemistry. Making products pleasant, simple and easy to repeat had become a commercial advantage in itself. Grüns appeared to have built its growth around that premise, combining functional positioning with a user experience designed to feel approachable rather than medicinal.

The deal also reflected Unilever’s continued interest in sharpening its business around segments where it saw stronger long-term growth. Beauty & Wellbeing had become one of the company’s strategic priorities, with the group pursuing categories that sat at the intersection of personal care, nutrition and self-directed health management. The US, as one of the largest and most competitive wellness markets globally, remained a key battleground in that effort.

Unilever did not disclose the financial terms of the transaction. It confirmed that the acquisition was expected to close later in 2026, subject to customary regulatory approvals and other standard closing conditions.

For Grüns, the agreement marked a significant step for a company launched only three years earlier. For Unilever, it added another brand aligned with a consumer wellness market increasingly shaped by convenience, premium positioning and the pursuit of daily habits that consumers were willing not just to try, but to keep.