Unilever announced the acquisition of the U.S. supplements brand Grüns on April 9 2026, adding a fast‑growing direct‑to‑consumer nutrition company to its portfolio and expanding its presence in the health‑and‑wellness market.
The deal fits Unilever’s Compass strategy, which prioritizes beauty, wellbeing, and premium categories. The company has already acquired brands such as Nutrafol, SmartyPants, and Olly Nutrition, and the Grüns purchase continues that focus on high‑margin, science‑backed products.
Grüns is a leading U.S. greens supplement brand that relies on a subscription model and a science‑backed product line. Its portfolio and habit‑forming approach align with Unilever’s emphasis on premium, habit‑forming products that drive long‑term customer loyalty.
Unilever’s Q4 and full‑year 2025 results showed underlying sales growth of 3.5% and 4.2% in Q4, an underlying operating margin of 20.0%, and earnings per share of €3.08. The acquisition is expected to add a new revenue stream and strengthen the company’s high‑growth, high‑margin portfolio.
Management highlighted the strategic fit. Jostein Solheim said the partnership offers a significant opportunity to scale Grüns within the Wellbeing business. Chad Janis emphasized that the deal will allow Grüns to reach more customers and raise the bar on daily wellness habits. Fernando Fernandez noted that the move supports Unilever’s priorities of investing in the U.S. and India and focusing on premium segments and digital commerce.
The U.S. dietary supplements market is projected to grow from $68.74 billion in 2025 to $131.08 billion by 2033, a CAGR of 8.5% from 2026 to 2033. Grüns’ entry gives Unilever a foothold in a market that is expanding at double‑digit rates, reinforcing the company’s strategy to capture premium health‑and‑wellness demand.
The acquisition is a material event for investors, adding a new high‑growth segment to Unilever’s portfolio and aligning with its broader transformation away from legacy food businesses toward higher‑margin beauty, wellbeing, and personal‑care categories.
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