Unilever Expands U.S. Supplement Portfolio with Acquisition of Grüns

Unilever has announced an agreement to acquire Grüns, a fast-growing VMS company, signaling continued momentum in the company’s strategic shift toward health, wellness, and premium consumer segments, an April 9 news release from Unilever explains.¹ The acquisition underscores Unilever’s ongoing portfolio transformation, with increased emphasis on its Beauty & Wellbeing division and expansion within the U.S. market.

Jostein Solheim, CEO of Unilever Wellbeing, emphasized the strategic fit of the acquisition. “We are thrilled to welcome Grüns into the Unilever family,” he stated. “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.”

Financial terms of the transaction were not disclosed, and the acquisition is expected to close later this year, subject to customary regulatory approvals.

Grüns’ Mission and Daily Nutrient Gummy

Grüns, founded in 2023 by Chad Janis, is a leading brand in the greens supplement category, driven by a differentiated delivery format and strong consumer engagement. Grüns’ flagship product, a daily nutrient gummy, reflects broader industry trends toward convenience, taste, and adherence. As explained in the news release, each serving combines more than 60 ingredients, including organic fruits and vegetables, vitamins and minerals, and prebiotic fiber, positioning the product at the intersection of functional nutrition and consumer-friendly formats. This approach addresses a persistent challenge in the supplement space: long-term compliance. When founding the company, Janis recognized that adherence was a major barrier in the industry, and established the goal of making daily nutrient support easy and enjoyable. Focusing on a gummy delivery system, the digitally native brand has cultivated a large customer base.

From a commercial standpoint, Grüns utilizes a hybrid distribution model that includes both direct-to-consumer channels and major U.S. retailers. The company reports over one million customers and significant retail availability—including on Amazon, at Target, Walmart, Costco, Sam's Club, Sprouts, and online at gruns.co—highlighting its reach and the growing consumer demand for convenient, multifunctional supplement formats.

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

Unilever Wellbeing’s Portfolio

Grüns joins Unilever’s growing portfolio of wellness brands, particularly as consumer preferences continue to shift toward preventive health.

“Grüns will be an exciting addition to our Wellbeing Business!” stated Lori Lauersen, senior vice president of global R&D at Unilever Wellbeing, in an April 9 post on Linkedin.

In Nutritional Outlook’s October 2025 podcast episode, Lauersen discussed the women’s health category, the importance of scientific research, Unilever’s strategy to address women’s health needs, and detailed the additional acquisitions.² “We have Liquid IV, which is the number one powdered hydration brand in the US,” Lauersen explained in the episode. “Nutrafol, the number one dermatologist recommended hair growth supplement brand in the U.S. Olly, the original disruptor in the U.S., bringing both benefit-led and beautifully designed innovation to the forefront of the category and Smarty Pants, which has high quality vitamins and supplements in a premium space. We also have Welly and Equilibra rounding out the portfolio.”

This article was created with assistance from AI. The content has been reviewed and edited by Erin McEvoy, Associate Editor. For more information on the extent and nature of AI usage, please contact us.

References

1. Unilever. Unilever to acquire U.S. Greens Supplement company Grüns. Published April 9, 2026. Accessed April 9, 2026. https://www.unilever.com/news/press-and-media/press-releases/2026/unilever-to-acquire-us-greens-supplement-company-gruns/
2. Krawiec S. The Nutritional Outlook Episode 41: The evolution of the women's health category with Lori Lauersen of Unilever Wellbeing. Published October 21, 2025. Accessed April 9, 2026. https://www.nutritionaloutlook.com/view/the-nutritional-outlook-episode-41-the-evolution-of-the-women-s-health-category