Finance
Unilever to Buy Supplements Brand Grüns
Published by Global Banking & Finance Review®
Posted on April 9, 2026
2 min readLast updated: April 9, 2026
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Unilever is acquiring U.S. supplements brand Grüns as part of its shift toward beauty and wellbeing, following its agreement to sell its food business to McCormick in a major $44.8 billion deal.
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)
Key Takeaways
- •Unilever’s purchase of Grüns reinforces its strategic pivot into high-growth wellness and beauty categories, after exiting much of its food business (apnews.com).
- •Grüns, valued at around $500 million and shipping 4 million gummies per day, has strong DTC and retail presence in outlets like Target, Walmart, and Sprouts (insider.fitt.co).
- •Unilever’s food sale to McCormick valued at $44.8 billion, comprising $15.7 billion cash and the rest in shares, is expected to close mid‑2027 and frees resources for its wellbeing expansion (bloomberg.com)
References
Frequently Asked Questions about Unilever to buy supplements brand Grüns
1What company is Unilever acquiring?
Unilever is acquiring the US-based supplements brand Grüns.
2Why is Unilever buying Grüns?
Unilever is buying Grüns to pivot towards the beauty and wellbeing categories.
3What is notable about this Unilever acquisition?
This is Unilever's first acquisition after agreeing to sell its food business to McCormick.
4Was the purchase amount for Grüns disclosed?
No, the amount Unilever will pay to acquire Grüns was not disclosed.
