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 optimising 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 recognising 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 CEO 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.

---

About Grüns

Founded in 2023, Grüns is changing the way people approach wellness with a first-of-its-kind daily nutrient support gummy. Each daily serving is packed with 60+ ingredients including 30+ organic fruits and vegetables, 21 vitamins and minerals, and 6g of prebiotic fibre, delivering the benefits of a daily multivitamin with fibre and the whole-food ingredients of a Greens Supplement powder in one simple, great-tasting format.

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. Today, Grüns has become a cult-favourite among celebrities, busy parents, wellness rookies, and fitness fanatics alike, with over 1 million customers, 95,000+ five-star reviews, and 10 million gummies shipped every day — making Grüns the #1 Greens Supplement on Amazon and in retail in the U.S. Grüns is available at Target, Walmart, Costco, Sam’s Club, Sprouts, and online at gruns.co.