Unilever has struck a deal to acquire superfoods gummy maker Grüns.
Announcing the news, the London-headquartered giant, which also owns the likes of Onnit, Liquid I.V. and OLLY, said the purchase marks another step in optimising its 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 debuted with a first-of-its-kind daily nutrient support gummy packing over 60 ingredients, including more than 30 organic fruits and vegetables, 21 vitamins and minerals, and 6g of prebiotic fibre.
A year later, the company expanded with Kids for children and Nütrops for cognitive support, followed in 2025 by Immün for everyday immune system support and Jüced for energy support.
Today, it stands as the number one greens supplement on Amazon and a firm favourite among celebrities and fitness fanatics alike.
Alongside a 1 million-strong customer base, Unilever is also acquiring an established retail network spanning 7,000 doors, including placements in Target, Walmart, Costco, Sam’s Club and Sprouts.
The financial terms of the deal haven’t been disclosed; however, with a valuation of $500 million around this time last year, and Grüns shipping 10 million gummies daily, the figure is undoubtedly high.
What Grüns and Unilever Are Saying
“We are thrilled to welcome Grüns into the Unilever family,” said Jostein Solheim, the group’s Wellbeing CEO.
“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.”
In a post on LinkedIn, Janis confirmed that he’ll be staying on board as CEO, pledging that “Grüns will remain Grüns, just more impactful and incrementally better every day.”
“Our customers are the reason Grüns exists, and this partnership is ultimately for them,” he added.
“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 be finalised later this year, subject to customary regulatory approvals and closing conditions.
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