The deal is expected to close later this year. While Unilever did not disclose the terms of the transaction, Grüns was valued at $500 million in 2025.
Grüns’ rise in the supplement market has been short. Founded in 2023 by Chad Janis, the company makes daily nutrient support and prioritizes customer adherence to its products, building on “a digitally native, culture-driven brand that resonates with consumers”, Unilever said in a statement.
Jostein Solheim, Unilever Wellbeing CEO, said Grüns’ portfolio is focused on science-backed products that people 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,” he added.
The Unilever portfolio of brands in its health and wellbeing business includes functional hydration brand Liquid I.V., gummy vitamin Olly, SmartyPants Vitamins and beauty and hair brand Nutrafol.
The Grüns’ acquisition follows a March 31 announcement that Unilever has agreed to divest its food business, including brands like Hellmann’s and Knorr. The company plans merge it with spice maker McCormick & Company in a deal valued at nearly $45 billion. Although supplements are not personal care and beauty, the divestment allows Unilever to prioritize its higher-growth divisions.
Exceeding benchmarks
In less than three years, Grüns has reached an enviable position of business success. The company launched in Sprouts, Walmart, Target and Sam’s Club and achieved a $300 million annualized revenue rate at month 24 of business. The company sells its products in over 6,000 brick-and-mortar locations.
Janis created Grüns reportedly because he was tired of mixing powders and making juices to get the vitamins and supplements he said he needed. He wanted products he could easily travel with and first developed a supplement in the shape of a gummy bear. Grüns’ popularity has been linked to the aesthetics and taste of the products, and some Reddit users have stated they consume them in conjunction with their GLP-1 medications because of the supplements’ high-fiber content.
In 2024, Grüns expanded its 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. The company ships 10 million gummies every day and has more than one million customers.
As for the Unilever deal, Janis remarked that it is ultimately to support Grüns’ customers.
“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,” he said.
