Unilever is set to acquire American supplement company Grüns to enhance its beauty and wellbeing focus in the US market.
The British consumer goods giant has signed an agreement to buy the fast-growing VMS company, which has “a leading position” in the US greens supplement category.
The deal marks “another step in optimising Unilever’s portfolio towards premium and high-growth spaces, with a stronger focus on beauty and wellbeing and the US market,” read a Unilever company statement.
The agreement terms have not been disclosed, with the transaction expected to close later this year, subject to customary regulatory approvals and closing conditions.
The acquisition comes hot on the heels of Unilever selling off its food arm as the conglomerate doubles down on its focus on beauty and wellness.
This focus makes sense when the company’s beauty and personal care divisions lead its growth in 2025.
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Grüns was founded in 2023 by Chad Janis with a mission to make daily nutrient support an “easy, enjoyable ritual”.
The US company has built a digitally native greens supplement brand that is said to resonate with consumers.
It is distributed via retail and direct-to-consumer (D2C) channels in the US.
Unilever Wellbeing CEO, Jostein Solheim, said he is “thrilled” to welcome Grüns into the group's portfolio.
“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 Solheim.
“This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our wellbeing business.”
Talking about the acquisition, Janis 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.”
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