Unilever, the multinational consumer goods conglomerate, has announced plans to acquire Grüns, an American company specialising in green supplement products. Grüns is known for its nutrient-rich powdered supplements, derived from a variety of sources including leafy greens, vegetables, algae, and grasses.
This acquisition is the latest in Unilever’s strategic shifts, which has seen the company place a higher priority on wellbeing products. The inclusion of Grüns in Unilever’s portfolio highlights this ongoing shift and solidifies its position in the wellness market.
Established in 2023 by entrepreneur Chad Janis, Grüns has quickly risen to prominence in the greens supplement sector, making it one of the most recognisable brands in the industry.
Jostein Solheim, CEO of Unilever Wellbeing, expressed enthusiasm about the acquisition. “We are excited to bring Grüns into the Unilever family,” said Solheim. “Grüns is a leading and truly innovative player in the greens supplement space. They have a dedicated product range, supported by scientific research, that customers not only trust but enjoy using regularly.”
Currently, Grüns’ products are available to consumers in the U.S. through retail outlets and direct-to-consumer channels. Although Unilever has not released the specifics of the acquisition deal, they have indicated that it is expected to be finalized later this year.
For Grüns, the partnership with Unilever offers an opportunity for further growth and expansion. “Grüns was created for our customers, and this partnership is a testament to them,” said Chad Janis, founder of Grüns. “With the backing of Unilever, we look forward to reaching a wider audience, accelerating our growth, and continuing to redefine what a daily wellness routine can be.”
What is Grüns?
Grüns is a U.S. company that manufactures nutrient-rich powdered supplements derived from vegetables, leafy greens, algae, and grasses.
Why has Unilever chosen to acquire Grüns?
The acquisition of Grüns is part of Unilever’s strategic shift to place a higher emphasis on wellbeing products in its portfolio.
What will this acquisition mean for Grüns?
This partnership with Unilever will enable Grüns to expand its customer reach, accelerate its growth, and continue to advance and innovate in the daily wellness sector.
