THE WHAT? Unilever has signed an agreement to acquire U.S.-based greens supplement company Grüns.

THE DETAILS Founded in 2023, Grüns has quickly established itself as a leading brand in the U.S. greens supplement category, offering science-backed products designed to make daily nutrient intake more accessible and enjoyable. The digitally native brand is distributed in both retail and direct-to-consumer channels and has built strong consumer engagement through a culture-driven approach. The acquisition aligns with Unilever’s strategy to focus on premium, high-growth segments, particularly within Beauty & Wellbeing and the U.S. market. The deal is expected to close later this year, subject to regulatory approvals, with financial terms undisclosed.

THE WHY? The acquisition supports Unilever’s portfolio transformation towards high-growth wellness categories, while leveraging Grüns’ strong consumer appeal and innovation to scale within its global wellbeing platform.

Source: Unilever