Why is Unilever acquiring Grüns, and what does this acquisition signal about its strategic shift?

Unilever is acquiring Grüns—a multivitamin gummy company with 60 ingredients, 21 vitamins and minerals, and 6 grams of fiber per serving—for $1.2 billion as part of its broader pivot away from food (e.g., selling its food business to McCormick for $44.8 billion) toward wellness, beauty, and personal care. This move reflects Unilever’s bet on the fast-growing supplement market—valued at $69 billion in 2024 and projected to reach $87 billion by 2028—and specifically on gummies, now the most popular supplement format, which grew 4.7% in the 52 weeks ended March 28, 2024, outpacing stagnant categories like mayonnaise (+0.4%).

What makes Grüns stand out in the crowded supplement market, according to the article?

Grüns distinguishes itself by delivering a high-potency multivitamin formula—including 60 ingredients, 21 vitamins and minerals, and 6 grams of fiber—in the form of green gummy bears, eliminating the need for messy powders or unpleasant-tasting drinks; it directly positions itself against competitors like AG1 by labeling its gummies as an alternative to 'overpriced green powder' on its website.

Unilever Bets Big on Gummies as Next Frontier in Wellness

Apr 14, 2026

Unilever acquired multivitamin gummy maker Grüns for $1.2 billion as part of its strategic pivot from food to wellness care. This move underscores the booming supplement market where gummies are becoming the preferred delivery format amidst significant M&A activity.

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