Unilever to acquire US Greens Supplement company Grüns

Unilever announced that it has signed an agreement to acquire Grüns, a fast-growing VMS company with a leading position in the U.S. Greens Supplement category. This marks another step in optimizing Unilever’s portfolio towards premium and high growth spaces, with a stronger focus on Beauty & Wellbeing and the U.S. market.

Founded in 2023 by Chad Janis, Grüns has a clear mission to make daily nutrient support an easy, enjoyable ritual. Janis launched the company after recognizing that the supplement industry’s biggest barrier wasn’t awareness, but adherence. In a short time, Grüns has become one of the largest brands in the U.S. Greens Supplement category, building a digitally native, culture-driven brand that resonates with consumers.

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 chief executive officer 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 is distributed through retail and direct-to-consumer channels in the U.S. The terms of the deal were not disclosed.

The transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.