Grüns offers ‘superfood’ gummies aimed at plugging nutrition gaps.
The product contains 60+ ingredients, including organic fruits and vegetables, prebiotic fibre, and the whole-food ingredients of a greens supplement powder.
Founded in 2023 by Chad Janis, Grüns has become one of the largest brands in the US greens supplement category.
This acquisition follows much activity from Unilever, as the FMCG giant looks to narrow its strategic focus; including the demerger of its ice cream business and its move to combine its foods division with McCormick.
This forms part of a plan to position itself as a leading pureplay home and personal care (HPC) company, with an emphasis on premium segments and digital commerce, and an intention to grow its foothold in the US and Indian markets.
Grüns is distributed through retail and direct-to-consumer channels across the states. Today, it has more than one million customers and 95,000+ five-star reviews, with an estimated 10 million gummies shipped every day.
In 2024, the company expanded its product portfolio with Grüns Kids for children and Nütrops for cognitive support; followed in 2025 by Immün for everyday immune system support and Jüced for energy support.
Commenting on the acquisition, 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.”
Janis, the CEO of Grüns, added: “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.”
The transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions. The terms of the deal were not disclosed.
