UNILEVER TO ACQUIRE U.S. GREENS SUPPLEMENT BRAND GRÜNS

Unilever has signed an agreement to acquire Grüns, a U.S.-based Greens Supplement company founded in 2023 by Chad Janis. The move strengthens Unilever’s focus on premium wellbeing and the U.S. market. Grüns, known for its science-backed, enjoyable daily wellness products, will join Unilever’s Beauty and Wellbeing portfolio later this year.  

Unilever has announced that it will acquire Grüns, a fast-growing U.S. brand in the Greens Supplement category, marking another step in its strategy to optimise its portfolio towards premium and high-growth spaces. The acquisition underscores Unilever’s commitment to expanding its Beauty and Wellbeing division, with a sharper focus on the U.S. market.  

Founded in 2023 by entrepreneur Chad Janis, Grüns was created with the mission of making daily nutrient support an easy and enjoyable ritual. Janis identified adherence, rather than awareness, as the biggest barrier in the supplement industry and built Grüns into a digitally native, culture-driven brand that quickly gained traction in the U.S. wellness space.  

Jostein Solheim, CEO of Unilever Wellbeing, welcomed the addition, saying: “We are thrilled to welcome Grüns into the Unilever family. As a player 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.”  

Janis, Founder and CEO of Grüns, emphasised the customer-centric nature of the partnership: “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 products are distributed through retail and direct-to-consumer channels in the U.S., reflecting the brand’s strong digital-first approach. The terms of the deal have not been disclosed, and the transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.  

The acquisition highlights Unilever’s ongoing push to strengthen its presence in wellbeing categories, combining global scale with innovative, consumer-focused brands that resonate with modern lifestyles.