Unilever strikes deal to buy gummy supplements producer Gruns
Unilever PLC on Thursday said it has struck a deal to acquire supplements company Gruns Nutrition Inc, as the consumer goods firm continues to pivot ‘towards premium and high growth spaces’.
Gruns provides nutrient support products in the form of gummies. It has offerings for adults and children.
‘Founded in 2023 by Chad Janis, Gruns has a clear mission to make daily nutrient support an easy, enjoyable ritual. Janis launched the company after recognising that the supplement industry’s biggest barrier wasn’t awareness, but adherence. In a short time, Gruns has become one of the largest brands in the US Greens Supplement category, building a digitally native, culture-driven brand that resonates with consumers,’ Unilever said.
‘This marks another step in optimising Unilever’s portfolio towards premium and high growth spaces, with a stronger focus on Beauty & Wellbeing and the US market.’
Unilever did not announce terms of the deal. It said the acquisition is to close later this year, subject to regulatory approvals.
Unilever shares fell 1.0% to 4,254.50 pence each in London on Thursday afternoon.
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