Unilever has agreed to acquire U.S.-based greens supplement brand Grüns, as it continues to expand in premium, high-growth wellness categories within its Beauty & Wellbeing division. The terms of the deal were not disclosed, and the transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
Founded in 2023 by Chad Janis, Grüns was created to make daily nutrient support “an easy, enjoyable ritual,” addressing what Janis identified as the industry’s key challenge: adherence. In a short time, the company has become one of the largest brands in the U.S. greens supplement category, offering science-backed, easy-to-consume products – most notably its green gummy bear-shaped supplements – that consumers “genuinely enjoy, trust, and consistently use,” according to the release. Grüns is distributed through both retail and direct-to-consumer channels in the U.S.
For Unilever, the deal signals a continued push into ingestible wellness. “This combination of efficacy and experience is powerful,” said Jostein Solheim, who pointed to Grüns’ positioning as a “leader and true innovator” in the category and highlighted the opportunity to scale the brand within Unilever’s Wellbeing business.
Janis framed the acquisition as a growth catalyst, stating that “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.”
The deal reveals how large consumer players are increasingly targeting brands that blend functional health benefits with strong consumer engagement, particularly those built around habit-forming daily use.
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