Unilever has signed an agreement to acquire Grüns, a vitamins, minerals and supplements company based in the U.S. The acquisition is part of Unilever’s ongoing focus on expanding its Beauty and Wellbeing business, with an emphasis on the U.S. market.
As per the company, Grüns operates in the greens supplement category, offering products aimed at making daily nutrition easier to follow. The brand has scaled quickly, building a digital first presence and targeting consumers looking for convenient wellness solutions.
Grüns distributes its products through retail and direct to consumer channels across the U.S. Financial details of the deal have not been disclosed. The transaction is expected to close later this year, subject to regulatory approvals and standard conditions.
Jostein Solheim, Unilever Wellbeing CEO, said, “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 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.”
