USA: Unilever to acquire Gruns

Unilever, the UK-based consumer goods giant, has signed an agreement to acquire Gruns, a USA-based producer of whole-food gummy supplements.

The acquisition of Gruns, a vitamins, minerals and supplements (VMS) company founded in 2023, marks a further expansion of Unilever’s Wellbeing business. According to the company, Gruns is a leading player in the USA greens supplement category, marketing a daily nutrient gummy that contains 60 ingredients, including 30 organic fruits and vegetables. Since its launch, the brand has reportedly reached a $300 million annualised revenue rate and ships approximately 10 million gummies per day, according to a report in Nutraceutical Business Review.

The move follows several previous acquisitions by Unilever in the functional nutrition space, including SmartyPants Vitamins and Olly Nutrition.

Jostein Solheim, CEO of Unilever Wellbeing, commented: “As a leader and true innovator in the Greens Supplement category, what sets Gruns apart is its focused portfolio of science-backed products that people genuinely enjoy, 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”.

The terms of the transaction, which is expected to close later in 2026, were not disclosed, although Gruns was reportedly valued at $500 million during a funding round in 2025.

Source: Unilever / Nutraceutical Business Review