Unilever has agreed to acquire U.S. supplement brand Grüns, strengthening its position in the fast-growing wellness and nutrition segment, the company said on 9 April 2026.
The deal adds another digital-first nutrition brand to Unilever’s Beauty & Wellbeing portfolio as the group continues to shift investment toward higher-growth health-focused categories in the United States.
Grüns, founded in 2023 by Chad Janis, operates in the greens supplement space and is known for its gummy-based daily nutrition products aimed at simplifying supplement routines.
The brand has scaled quickly across the U.S., selling through major retailers including Target, Walmart, Costco, Sam’s Club and Sprouts, alongside direct-to-consumer channels.
Unilever said the acquisition supports its strategy of backing science-led wellness brands with strong repeat purchase potential and mass-market scalability.
Jostein Solheim, chief executive of Unilever Wellbeing, said the company sees strong potential in products that support consistent daily nutrition habits.
Grüns founder Chad Janis said the partnership will help the brand reach more consumers while continuing to develop its product range.
Financial terms of the deal were not disclosed. The transaction is expected to close later in 2026, subject to regulatory approval.
Why it matters
The acquisition reflects a wider shift across global FMCG groups as they move deeper into functional nutrition and supplement-led wellness, particularly in the U.S. market.
For Unilever, the deal strengthens exposure to high-frequency, repeat-purchase products that sit between food, supplements, and personal health — a segment increasingly driving growth in modern grocery and retail channels.
It also highlights how major consumer groups are competing for younger, digitally native wellness brands that already have strong DTC traction before entering large-scale retail networks.
The move adds further momentum to consolidation in the U.S. wellness space, where established FMCG players are actively acquiring fast-growing niche brands to secure category relevance and shelf expansion.
