Unilever Acquires Grüns to Expand Its Wellbeing Portfolio

Unilever announced on Thursday its plans to acquire U.S.-based supplements brand Grüns for an undisclosed amount, marking another step in its expansion into the rapidly growing wellness and beauty sector.

This move follows a major agreement to merge its food division with McCormick, a partnership expected to create a food powerhouse valued at approximately $65 billion. While that deal reshapes its food operations, the Grüns acquisition sharpens Unilever’s focus on health, nutrition, and personal wellbeing.

Founded in 2023, Grüns has rapidly gained traction, reaching a valuation of $500 million by 2025 after a Series B funding round. The brand differentiates itself through its innovative gummy supplements made from fruit- and vegetable-derived ingredients, combining convenience with nutrition to meet modern consumer preferences.

For Unilever, this acquisition aligns with a broader strategic direction. In recent years, the company has built a strong supplements portfolio by acquiring Nutrafol in 2022, SmartyPants Vitamins in 2020, and Olly Nutrition in 2019.

Key Highlights:

Acquisition strengthens Unilever’s push into wellness and beauty.

Grüns reached a $500M valuation by 2025.

Follows a $65B food partnership with McCormick.

Part of a broader supplements expansion strategy.

With Grüns joining its portfolio, Unilever deepens its presence in the U.S. wellbeing market, expanding both its product offerings and its relevance in a space where health, convenience, and lifestyle increasingly intersect.