Unilever expands presence in US green supplements market with acquisition of Grüns 

USA – Unilever has signed an agreement to acquire Grüns, a fast-growing U.S.-based supplement brand, as it continues to strengthen its position in premium and high-growth segments within the wellness category. 

The company said the acquisition aligns with its strategy to optimize its portfolio, with a sharper focus on beauty, well-being, and the U.S. market.  

While financial terms were not officially disclosed, reports indicate the deal is valued at approximately US$1.2 billion. The transaction is expected to close later this year, subject to regulatory approvals and customary conditions. 

Grüns, founded in 2023, has rapidly established itself as a leading brand in the U.S. greens supplement category. The company focuses on delivering science-backed products designed to make daily nutrient intake both effective and enjoyable. 

“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,” said Jostein Solheim, CEO of Unilever Wellbeing. 

“This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our well-being business,” he added. 

Grüns gained further momentum after securing a valuation of US$500 million during its Series B funding round in 2025. The brand has built a strong presence through a digitally native, culture-driven approach that resonates with modern consumers. 

Founder and CEO Chad Janis said the company was created to address a key challenge in the supplement industry. “Our customers are the reason Grüns exists, and this partnership is ultimately for them,” he 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,” Janis added. 

Grüns products are distributed through both retail outlets and direct-to-consumer channels across the United States, contributing to its rapid growth in a competitive market. 

The acquisition follows Unilever’s broader strategic shift toward higher-growth categories. Recently, the company agreed to merge the majority of its food business with U.S.-based spice maker McCormick & Co. in a deal valued at US$44.8 billion. 

That transaction is expected to separate Unilever’s traditional food operations from its core business, further reinforcing its focus on beauty, personal care, and home care segments. 

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