Mumbai: Unilever has announced that it has signed an agreement to acquire Grüns, a fast-growing vitamins, minerals and supplements (VMS) company with a strong foothold in the U.S. greens supplement category.
The acquisition aligns with Unilever’s strategy to optimise its portfolio towards premium, high-growth segments, with an increased focus on Beauty & Wellbeing and expansion in the U.S. market.
Founded in 2023 by Chad Janis, Grüns aims to simplify daily nutrition by making supplements easy and enjoyable to consume. The brand has rapidly scaled to become one of the leading players in the U.S. greens supplement category, driven by its digitally native and culture-led approach to consumer engagement.
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.”
Grüns currently operates across retail and direct-to-consumer channels in the United States. Financial terms of the transaction have not been disclosed.
The deal is expected to close later this year, subject to customary regulatory approvals and closing conditions, further strengthening Unilever’s position in the fast-evolving global wellbeing and nutrition market.
