Grüns is the latest brand to join Unilever’s wellness division, which has been growing rapidly thanks to a surge in demand for vitamins and supplements since the Covid-19 pandemic. Over the past decade, soap manufacturer Dove has embarked on a series of acquisitions in the wellness sector. It has taken over brands such as the moisturising sachets Liquid IV, the hair growth supplement Nutrafol and the vitamin manufacturers Olly and SmartyPants.
In 2025, sales of the wellness division, which now includes eight brands, grew by double digits, driven by Nutrafol and Liquid IV.
Since Unilever acquired these brands, Liquid IV sales have increased sevenfold and Nutrafol sales threefold…
After the food deal, the beauty, wellness and personal care sectors, including brands such as Dove and Vaseline, will account for 67% of the group’s sales, up from 51% in 2025. Founded in 2023, Grüns produces vegetable-based gummy candies containing fruit and vegetable powder, vitamins and fibre, designed to be consumed daily to increase nutrient intake.
The company said last year that it generated $300 million in annual recurring revenues within two years of its founding, growth that will now accelerate thanks to Unilever’s global distribution network.
