Unilever Acquires Grüns to Enhance U.S. Wellness Strategy

Unilever has announced its acquisition of Grüns, a U.S.-based gummy supplement company, as part of its strategy to pivot towards the beauty and wellness sectors. Founded in 2023 by Chad Janis, Grüns has rapidly established itself as a leader in the greens supplement category, achieving approximately $300 million in annual revenue within four years. The acquisition, valued at $1.2 billion according to Axios, is expected to close later this year, pending regulatory approvals.

WWDUnilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food DealUnilever to acquire U.S. Greens Supplement company GrünsUnilever Acquires Grüns for $1.2B, Expanding its Wellness Portfolio

Grüns specializes in gummy supplements designed to make daily nutrient intake enjoyable and accessible. The company has gained significant traction, shipping 10 million gummies daily and reaching over 1 million customers. Its product line includes offerings for cognitive health, immunity, and energy, with a focus on science-backed formulations. Grüns is distributed through major retailers such as Target, Walmart, and Costco, as well as direct-to-consumer channels.

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This acquisition follows Unilever's recent merger of its food division with McCormick & Co., marking a decisive shift in the company's focus. Unilever aims to derive two-thirds of its sales from beauty, well-being, and personal care, moving away from traditional food categories. The company already owns several wellness brands, including Nutrafol and Liquid I.V., and sees Grüns as a strategic addition to its portfolio.

WWDUnilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food DealUnilever Acquires Grüns for $1.2B, Expanding its Wellness Portfolio

Jostein Solheim, CEO of Unilever Wellbeing, expressed enthusiasm about the acquisition, stating, “Grüns is a leader and true innovator in the greens supplement category... We see a significant opportunity to scale the brand within our well-being business.” Chad Janis echoed this sentiment, emphasizing that the partnership would allow Grüns to reach more consumers and enhance their daily wellness routines.

Unilever to acquire U.S. Greens Supplement company GrünsWWDUnilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food DealUnilever Acquires Grüns for $1.2B, Expanding its Wellness Portfolio

Despite the optimistic outlook from Unilever, some analysts have raised concerns regarding the integration of Grüns into Unilever's existing operations. There are apprehensions about potential regulatory hurdles and the challenges of merging different business cultures, particularly following the substantial food division merger. Market reactions have been mixed, with some investors expressing skepticism about the timing and execution of these strategic shifts.

Unilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food Deal

While Unilever has not disclosed the specific terms of the Grüns acquisition, reports indicate that Grüns was valued at approximately $500 million during a Series B funding round in 2025. This discrepancy in valuation highlights the challenges investors may face in assessing the true impact of the acquisition on Unilever's overall strategy.

Unilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food Deal

As Unilever moves forward with the acquisition of Grüns, the company is expected to focus on expanding its presence in the wellness market, leveraging Grüns' established brand and customer base. The completion of the merger with McCormick and the integration of Grüns will be closely monitored by investors and industry analysts as Unilever seeks to redefine its market positioning in the beauty and wellness sectors.

Unilever Snaps Up Grüns to Deepen U.S. Wellness Push After McCormick Food DealWWDUnilever to acquire U.S. Greens Supplement company Grüns