London, April 9, 2026, 17:17 BST
- Unilever isn’t sharing what it’s paying. The company says it aims to close the acquisition later this year, provided it clears regulatory hurdles and the usual closing steps.
- Grüns secured a Series B in 2025 that put its valuation near $500 million, Reuters reported.
- Unilever isn’t slowing down. Barely over a week since its food arm’s merger with McCormick, the company is now set to pick up supplements brand GRNS.
Unilever said Thursday it will buy U.S. greens supplement brand Grüns, deepening its push into wellness just days after teaming up with McCormick on food. No price details were given. The deal is expected to close later this year, subject to regulatory sign-off and other usual conditions.
Unilever is shaking up its priorities, doubling down on beauty, wellbeing, and home care, while its traditional food labels take a back seat. The company’s latest move—snapping up Grüns—fits with a bigger wellbeing strategy, the Financial Times reports, and rides the supplements wave sparked by its recent sale of its food division.
Chad Janis launched Grüns in 2023, jumping into the U.S. VMS (vitamins, minerals, supplements) space with a lineup centered on gummies. Unilever calls Grüns one of the leading names in the U.S. greens supplement market, offering daily nutrition blends with fruits, vegetables, and vitamins in each product. Reuters values Grüns at around $500 million as it heads toward a Series B round, expected in 2025.
Jostein Solheim, head of Unilever Wellbeing, described the Grüns acquisition as “a significant opportunity” to broaden the company’s reach. Janis, meanwhile, sees the tie-up as a way for the brand to “reach more people” in the future. Unilever
Grüns gets its products to U.S. buyers through a mix of retail partners and direct-to-consumer channels. The acquisition brings another brand into Unilever’s supplements portfolio, which already includes Nutrafol, SmartyPants Vitamins, and Olly Nutrition. It’s another step deeper into a category Unilever has been quietly building out.
This part of the business gets plenty of eyeballs, and for good reason. Unilever’s Beauty & Wellbeing division posted €12.8 billion in turnover for 2025, which shakes out to about a quarter of the group’s total sales. The company pointed to double-digit growth last year in its wellbeing segment. Nutrafol, Liquid I.V., and Olly all put up gains, Unilever said.
Unilever’s move to buy Grüns is its first deal since March, when it revealed plans to merge its food unit with McCormick in a tie-up valuing the combined business at about $65 billion and Unilever’s own food operation at $44.8 billion. Under terms of the merger, Unilever and its shareholders end up with 65% ownership of the new entity, and Unilever will receive $15.7 billion in cash. Chief Executive Fernando Fernandez called it “the right step at the right time.” Unilever
If Unilever goes through with the food spin-off, the company will land squarely in the sights of investors tracking personal-care and beauty stocks—think L’Oréal, Procter & Gamble. Right now, Reuters points out, Unilever trades at a lower forward earnings multiple than those peers. Some shareholders argue there’s potential for that gap to narrow, assuming the restructuring holds up.
Things remain tangled around the pivot. Investors and analysts keep circling back to integration snags, regulatory roadblocks, and awkward timing around the McCormick deal. Chris Beckett at Quilter Cheviot didn’t sugarcoat it: the market “not reacted well” since the announcement. Grüns’ price is still under wraps—making it tricky for investors to gauge whether Thursday’s more modest move adds much real heft in the short run. Reuters
Grüns is more notable for its path so far than for size. Unilever, still in the midst of refashioning its legacy food lines, is adding another U.S. supplement brand—this one’s built on science—to its collection, marking another nudge into health and away from old staples.
