London, April 9, 2026, 17:17 BST
- The purchase price remains undisclosed. Unilever expects to wrap up the deal later this year, pending regulatory approvals and standard closing conditions. Unilever
- Grüns landed a roughly $500 million valuation in a 2025 Series B, according to Reuters. Reuters
- Just a little more than a week after Unilever struck a deal to merge its food unit with McCormick, the company is moving to acquire supplements brand GRNS. Reuters
Unilever on Thursday announced plans to acquire U.S.-based greens supplement maker Grüns, stepping further into the wellness market barely a week after its food business tie-up with McCormick. Financial terms weren’t disclosed. The acquisition should wrap up later this year, pending regulatory review and standard closing hurdles. Reuters
This shift comes as Unilever pushes to reinvent itself, putting beauty, wellbeing, and home care at its core, leaving behind its legacy food brands. According to the Financial Times, the Grüns acquisition adds momentum to Unilever’s broader wellbeing push, capitalizing on the supplements surge that followed its recent food-arm transaction. Reuters
Chad Janis launched Grüns in 2023, putting the company into the U.S. VMS — that’s vitamins, minerals and supplements — segment with a focus on gummy-based offerings. Unilever describes Grüns as a top player in U.S. greens supplements, making daily nutrition products packed with fruit, vegetables and vitamins. Reuters pegged Grüns’ valuation at roughly $500 million during a Series B round expected in 2025. Unilever
Jostein Solheim, who leads Unilever Wellbeing, called the Grüns deal “a significant opportunity” for expansion. For his part, Janis expects the partnership will let the brand “reach more people” moving forward. Unilever
Grüns reaches U.S. customers via both retail and direct-to-consumer sales. With the acquisition, Unilever expands its supplements lineup—Nutrafol, SmartyPants Vitamins, and Olly Nutrition are already under its umbrella. The move pushes Unilever further into a growing space it’s been methodically targeting. Unilever
No surprise why this segment draws attention: Unilever’s Beauty & Wellbeing arm booked €12.8 billion in turnover for 2025—roughly a quarter of overall group sales. The company highlighted double-digit growth in its wellbeing category last year, with Nutrafol, Liquid I.V., and Olly each chalking up gains. Unilever
Unilever’s acquisition of Grüns marks its first transaction after the March announcement to merge its food division with McCormick—a deal pegging that arm’s value at $44.8 billion and setting the merged entity’s worth near $65 billion. Under the agreement, Unilever and its shareholders will control 65% of the new company and Unilever pockets $15.7 billion in cash. Chief Executive Fernando Fernandez described the move as “the right step at the right time.” Unilever
If Unilever completes the food separation, investors will be comparing it more head-on with personal-care and beauty names like L’Oréal and Procter & Gamble. The stock currently carries a cheaper forward earnings multiple than those rivals, Reuters noted, though some shareholders see room for that discount to shrink if the overhaul sticks. Reuters
The pivot’s still messy. Investors and analysts flag integration headaches, regulatory hurdles, and timing issues tied to the McCormick deal. Quilter Cheviot’s Chris Beckett put it bluntly: the market “not reacted well” since the news dropped. With Grüns’ price under wraps, it’s tough for investors to judge just how much firepower Thursday’s smaller transaction actually brings in the near term. Reuters
Grüns stands out more for its trajectory than its scale. Unilever is set to pick up another U.S. supplement label with scientific credentials, pushing its portfolio deeper into health and further out of traditional food categories it’s still reshaping. Unilever
