While the company did not disclose the terms of the deal, it said that the transaction is expected to close later this year
Unilever has signed an agreement to acquire greens supplement company Gruns. The company sees this move as another step in optimising its portfolio towards premium and high-growth spaces, with a stronger focus on beauty and wellbeing and the United States market.
While the company did not disclose the terms of the deal, it said that the transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions. The purchase marks the company’s first acquisition since the group last month agreed to combine its food operations with spice maker McCormick.
Founded in 2023 by Chad Janis, Gruns has become one of the largest brands in the US Greens Supplement category, building a digitally native, culture-driven brand that resonates with consumers, the official statement noted. Gruns is distributed through retail and direct-to-consumer channels in the US.
Scaling The Wellbeing Business
The acquisition is in line with Unilever’s goal of scaling its wellbeing business. Jostein Solheim, Chief Executive Officer (CEO) of Unilever Wellbeing, said that what sets Grüns apart is its focused portfolio of science-backed products that people trust and consistently use.
“This combination of efficacy and experience is powerful and together we see a significant opportunity to scale the brand within our Wellbeing business,” Solheim noted.
Janis, in a post on LinkedIn, highlighted that by our second anniversary, the company crossed USD 300 million of revenue and now ships ten million gummies daily. “95 per cent of our customers enjoy Gruns at least four to six times per week, with 80 per cent enjoying Gruns daily,” he added.
Janis clarified that he will be staying on as the Chief Executive Officer. “Gruns will remain Gruns, just more impactful and incrementally better every day. I am grateful to stay on as CEO. There is so much left to accomplish, and so much ahead we ae excited to show you,” he noted.
Earlier, after the McCormick deal, Unilever said that the separation of Unilever Foods will position it as a leading pureplay HPC company, as it will operate across beauty, wellbeing, personal care and home care post-completion.
