What’s Happening
Unilever has signed an agreement to acquire Grüns, a fast-growing U.S.-based greens supplement company known for its gummy-format products.
Grüns, founded in 2023, has quickly scaled within the vitamins, minerals, and supplements (VMS) category by focusing on daily nutrient support delivered through gummy supplements made from fruits and vegetables. The brand positions its core product as an alternative to traditional greens powders, combining whole-food ingredients with a more convenient and enjoyable format.
Each daily serving of Grüns gummies is formulated with more than 60 ingredients, including over 30 organic fruits and vegetables, 21 vitamins and minerals, and 6 grams of prebiotic fiber. The product is designed to deliver the benefits of a multivitamin, greens supplement, and fiber source in a single serving.
The company has expanded beyond its core offering with additional products, including options for kids, cognitive support, immune support, and energy. Distribution spans both direct-to-consumer and retail channels across the U.S.
While Unilever has not officially disclosed the financial terms of the deal, multiple reports indicate the acquisition is valued at approximately $1.2 billion.
The transaction is expected to close later this year, pending regulatory approvals and customary closing conditions.
Why It Matters
This acquisition signals a continued push by major CPG companies into the supplements and wellness category, particularly formats that prioritize convenience and consumer adherence.
Grüns has differentiated itself by turning a traditionally inconvenient category—greens powders—into a more accessible gummy format. That positioning has helped it scale quickly and build a strong consumer base in a short period of time.
For Unilever, the deal strengthens its presence in the U.S. supplements market and aligns with its broader shift toward higher-growth wellness and functional nutrition categories.
Bigger Picture
Large CPG companies are increasingly targeting fast-growing, digitally native supplement brands as a way to accelerate their entry into wellness.
The gummy supplement format, in particular, has seen significant growth as brands look to improve consistency and compliance by making daily nutrition more convenient and enjoyable. Acquisitions like this highlight how quickly emerging brands can scale—and how aggressively legacy players are moving to secure positions in the category.