Unilever to buy supplements brand Gr\u00fcns, boosting wellbeing focus post food spin-off
\n Unilever’s Strategic Expansion in the Wellbeing Market<\/p>\n
Acquisition of Gr\u00fcns: Strengthening Wellbeing and Beauty Portfolio<\/p>\n
April 9 (Reuters) – Unilever said on Thursday it will buy U.S.-based nutritional supplements brand Gr\u00fcns for an undisclosed amount, as the British consumer goods giant increases its focus on wellbeing and beauty products.<\/p>\n
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.<\/p>\n
About Gr\u00fcns: Innovative Supplement Brand<\/p>\n
Launched in 2023, Gr\u00fcns 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.<\/p>\n
Impact on Unilever’s Portfolio<\/p>\n
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.<\/p>\n
Previous Supplement Acquisitions<\/p>\n
The British group bought hair growth supplements brand Nutrafol in 2022, SmartyPants Vitamins in 2020 and gummy vitamins brand Olly Nutrition in 2019.<\/p>\n
Executive Perspective<\/p>\n
“We see a significant opportunity to scale the brand within our Wellbeing business,” Unilever Wellbeing CEO Jostein Solheim said of Gr\u00fcns in a statement.<\/p>\n
Reporting and Editorial Credits<\/p>\n
(Reporting by Prerna Bedi in Bengaluru and Abigail Summerville; Editing by Vijay Kishore)<\/p>\n","protected":false},"excerpt":{"rendered":"Unilever to buy supplements brand Gr\u00fcns, boosting wellbeing focus post food spin-off Unilever’s Strategic Expansion in the Wellbeing…\n","protected":false},"author":2,"featured_media":529150,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45],"tags":[183315,102,6636,56,183316,183317,183314,54,55],"class_list":["post-529149","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-gruns-brand-purchase","tag-health","tag-nutrition","tag-uk","tag-unilever-beauty-and-wellbeing","tag-unilever-food-business-sale","tag-unilever-supplements-acquisition","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/529149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=529149"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/529149\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/529150"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=529149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=529149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=529149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}