Unilever is moving further into the supplements market with a deal to acquire US brand Grüns, a company built around simplifying daily nutrition.
Launched in 2023, Grüns has positioned itself as an alternative to traditional powders and tablets by offering a gummy format designed for everyday use. The product blends a wide mix of ingredients, including fruits, vegetables, vitamins, minerals and prebiotic fibre, aimed at making supplementation easier to stick to.
The brand has grown quickly in the US, reaching more than one million customers. It is stocked in major retail chains including Target, Walmart and Costco, while also maintaining a strong direct-to-consumer presence. High volumes of positive customer reviews have helped drive visibility in a crowded category.
The acquisition reflects a broader shift in consumer habits, with convenience-led wellness products gaining traction over more traditional formats. Unilever is looking to build on that momentum through its wellbeing division, where it sees room to scale newer brands with established demand.
For Grüns, the deal provides access to a global distribution network, opening the door to expansion beyond its current US footprint.
The transaction is expected to complete later this year, pending regulatory approval. No financial details have been released.
It is the latest in a series of moves by Unilever to reshape its portfolio. Earlier this year, the company agreed a major deal to combine its foods business with McCormick, while reports have also linked it to discussions with Kraft Heinz over a potential merger.
