Unilever acquires US greens supplement brand Grüns

Unilever has signed an agreement to acquire Grüns, a US-based greens supplement company that has scaled to roughly $300 million in annual revenue since launching in 2023. The deal is reportedly valued at $1.2 billion, according to Axios.

Founded by Chad Janis, Grüns sells gummy-format greens supplements through both DTC and retail channels in the US, including Sprouts, Target, and Walmart.

The company says it has more than one million customers and has been profitable for over a year. Janis launched the brand on the premise that adherence, not awareness, is the supplement category's biggest problem, and built around a format designed to make daily supplementation easier to maintain.

Grüns will join Unilever's Wellbeing division alongside Liquid I.V., Olly, SmartyPants, Nutrafol, and Equilibra.

Unilever's wellbeing buildout accelerates

This deal is another signal of how aggressively Unilever is reshaping its portfolio under CEO Fernando Fernandez. The company wants Beauty & Wellbeing and Personal Care to account for around 66% of group sales, up from roughly 52% today. Since the start of 2025, Unilever has closed or announced 11 transactions — including the Ice Cream demerger, the acquisition of Dr. Squatch in North America, Wild in the UK, and Minimalist in India.

Jostein Solheim, Unilever's Wellbeing CEO, said: "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."

The transaction is expected to close later this year, subject to regulatory approvals. Terms were not officially disclosed, though Axios Pro reported the $1.2 billion figure. Grüns had previously reached a $500 million valuation in 2025, roughly two years after launch.