Unilever is set to acquire US-based supplements brand Grüns, marking a strategic move to deepen its presence in the fast-growing health and wellbeing segment.
Founded in 2023, Grüns has rapidly gained traction with its gummy-based supplements made from fruits and vegetables, appealing to modern consumers seeking convenient and clean nutrition. The brand was valued at $500 million during its Series B round in 2025, underlining its strong growth potential in the competitive supplements market.
This acquisition is Unilever’s first major deal since its planned food business merger with McCormick & Company, and signals a continued pivot towards high-growth, future-facing categories. By adding Grüns to its portfolio, Unilever aims to strengthen its foothold in the US nutrition space while expanding its global wellness offerings.
The move builds on Unilever’s existing investments in the supplements category, including brands like Nutrafol (2022), SmartyPants Vitamins (2020), and Olly Nutrition (2019). Together, these acquisitions reflect a clear strategy to create a diversified health and wellness ecosystem.
A similar direction is visible in India through Hindustan Unilever, which recently completed the full acquisition of nutraceutical brand OZiva after increasing its stake in Zywie Ventures.
Overall, the Grüns acquisition highlights Unilever’s long-term shift beyond traditional FMCG, as it aligns with rising global demand for functional nutrition, preventive health, and lifestyle-driven wellness solutions.
