Unilever has agreed to acquire US vitamin gummies brand Grüns as part of its accelerated push into wellness and beauty. The FTSE 100 group announced the sale of its food business last week, signaling a strategic pivot toward higher-growth sectors. Grüns, founded in 2023, makes green gummies containing powdered fruit, vegetables, vitamins and fiber.

This acquisition marks another addition to Unilever's fast-growing wellbeing division, which has expanded significantly through acquisitions including hydration sachets Liquid IV, hair growth supplement Nutrafol, and vitamin makers Olly and SmartyPants. The wellbeing division now comprises eight brands and achieved double-digit sales growth in 2025, driven by Nutrafol and Liquid IV. Since Unilever acquired these brands, Liquid IV sales have increased sevenfold and Nutrafol sales have tripled.

Unilever's food business, which generated €12.9bn in revenue last year, is being combined with US spice and sauce maker McCormick. Grüns ships 10 million gummies daily and leads Amazon and US retail sales for greens supplements. Jostein Solheim, head of Unilever's wellbeing division, emphasized that Grüns stands out for its science-backed products that consumers "genuinely enjoy, trust and consistently use." The transaction terms were not disclosed but is expected to close later this year, subject to regulatory approvals.