LONDON — Unilever isn’t wasting any time transforming itself into a beauty and wellness powerhouse following the merger of its foods division with McCormick & Co. last month.
On Thursday, the consumer giant said it has agreed to purchase Grüns, a fast-growing gummy expert with a leading position in the greens supplement category in the U.S.
The terms of the deal were not disclosed.
Unilever said the acquisition is another step in steering its portfolio toward premium and high growth spaces, with a stronger focus on beauty, well-being and the U.S. market.
Founded in 2023 by Chad Janis, Grüns aims to make daily nutrient support “an easy, enjoyable ritual.”
Janis launched the company after recognizing that the supplement industry’s biggest barrier was adherence. Grüns has since become one of the largest brands in the U.S. greens supplement category, building a digitally native, culture-driven brand.
Jostein Solheim, Unilever well-being chief executive officer, described Grüns 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.”
He added: “This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our well-being business.”
Janis, CEO of Grüns, said: “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 is distributed through retail and direct-to-consumer channels. It sells at Target, Walmart, Costco, Sam’s Club, Sprouts, and online at gruns.co.
Grüns was founded in 2023 with a daily nutrient support gummy. Each daily serving is packed with more than 60 ingredients including organic fruits and vegetables, vitamins and minerals, and prebiotic fiber.
In 2024, the company expanded its portfolio with Grüns Kids for children and Nütrops for cognitive support. In 2025, it launched Immün for everyday immune system support and Jüced for energy support.
The brand said it has 1 million customers and ships 10 million gummies every day, making it the top greens supplement on Amazon and in retail in the U.S.
Following the announcement of the foods division merger with McCormick, Unilever is now moving at pace into the beauty and well-being realms.
Last month Unilever said it wants to become a “leading pure play” home and personal care company, with 39 billion euros in revenues and a “sector-leading” growth profile.
The company said that after the foods merger completes in 2027, it will operate across beauty, well-being, personal care and home care, “with leading positions in attractive categories, fast-growing geographies and channels through a portfolio of high-performing, innovative brands.”
Unilever owns brands including Dove, Vaseline, Paula’s Choice and Liquid I.V., an electrolyte drink mix that became a billion-dollar brand in 2025, five years after Unilever purchased it.
Last month, Unilever said the foods merger marked another decisive step to reshape itself “into a simpler, sharper, higher growth company, built upon synergistic capabilities across science-led innovation, demand creation and operational execution.”
