Unilever Acquires Grüns, Top US Greens Supplement Brand After McCormick Merger
Unilever agreed to purchase Grüns, a U.S. greens supplement brand with 1 million customers and 10 million gummies shipped daily. The deal follows last month’s merger of Unilever’s foods division with McCormick & Co., accelerating the combined group’s shift into premium beauty and well-being markets.
1. Background on Merger
Last month, Unilever merged its foods division with McCormick & Co., creating a combined entity focused on consumer foods and wellness. This integration set the stage for unified strategic moves in high-growth categories.
2. Acquisition Details
The company agreed to purchase Grüns, a fast-growing greens supplement brand founded in 2023. Financial terms were not disclosed, but the deal marks Unilever’s latest step into premium wellness.
3. Grüns Performance Metrics
Grüns boasts over 1 million customers and ships 10 million gummies daily across retail and direct-to-consumer channels. Its portfolio includes adult, kids, cognitive, immune, and energy support products.
4. Strategic Rationale
Unilever expects to leverage its U.S. market presence and distribution network, including Target, Walmart, Costco, and online platforms, to scale Grüns rapidly. This aligns with its strategy to pivot toward beauty and well-being.