April 9 (Reuters) - Unilever said on Thursday it will buy U.S.-based supplements brand Grüns for an undisclosed amount, as it pivots towards beauty and wellbeing categories. This is the first
Unilever to buy supplements brand Grüns, boosting wellbeing focus post food spin-off
Unilever's Strategic Expansion in the Wellbeing Market
Acquisition of Grüns: Strengthening Wellbeing and Beauty Portfolio
April 9 (Reuters) - Unilever said on Thursday it will buy U.S.-based nutritional supplements brand Grüns for an undisclosed amount, as the British consumer goods giant increases its focus on wellbeing and beauty products.
This is Unilever's first acquisition since it agreed last month to merge its food business with spice-maker McCormick, creating a $65 billion food giant.
About Grüns: Innovative Supplement Brand
Launched in 2023, Grüns was valued at $500 million in a Series B investment round in 2025. The company produces gummy bears made from ingredients such as vegetables and fruits.
Impact on Unilever's Portfolio
The acquisition will add to Unilever's expanding portfolio of supplement brands and also help the company strengthen its footing in the wellbeing market in the U.S.
Previous Supplement Acquisitions
The British group bought hair growth supplements brand Nutrafol in 2022, SmartyPants Vitamins in 2020 and gummy vitamins brand Olly Nutrition in 2019.
Executive Perspective
"We see a significant opportunity to scale the brand within our Wellbeing business," Unilever Wellbeing CEO Jostein Solheim said of Grüns in a statement.
Reporting and Editorial Credits
(Reporting by Prerna Bedi in Bengaluru and Abigail Summerville; Editing by Vijay Kishore)
