Unilever moves to acquire Grüns in US expansion

Unilever has agreed to acquire Grüns, a US-based supplements company, as it continues to reshape its portfolio towards premium and high-growth segments. The deal reflects a stronger focus on the wellbeing category and expansion in the United States.

Founded in 2023 by Chad Janis, Grüns operates in the greens supplement segment and has built a direct-to-consumer and retail presence in the US. The brand focuses on simplifying daily nutrient intake, positioning its products as part of a consistent wellness routine.

Acquisition supports wellbeing strategy

Unilever aims to strengthen its presence in the wellbeing market through the acquisition, targeting categories that combine scientific credibility with consumer appeal. Grüns has gained traction by addressing challenges around long-term supplement use, with a product range designed to encourage regular consumption.

The company has developed a digitally led brand that connects with consumers through a culture-driven approach. This positioning has helped it scale quickly within a competitive supplements market.

Focus on scaling growth in the US

Jostein Solheim, CEO, Unilever Wellbeing: "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. This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our Wellbeing business."

Chad Janis, founder and CEO, Grüns: "Our customers are the reason Grüns exists, and this partnership is ultimately for them. 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."

Grüns distributes its products through both retail and direct-to-consumer channels in the United States. Financial terms of the transaction were not disclosed, and completion remains subject to regulatory approvals and customary closing conditions.

www.gruns.co

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