Unilever is doubling down on functional gummies.
What’s happening: The global CPG company acquired gummy supplement maker Grüns for $1.2B, per Axios.
Seeing green. Scaling to $300M in annual revenue in under four years, Grüns’ daily greens gummy bears created a new ritual — packaging nutritional insurance in joyful form factors.
With 95% of customers using 4–6x per week, it ships 10M gummies daily, becoming the top greens supplement brand while entering 7K retail doors. Expanding use cases, it recently launched SKUs for cognitive health, immunity, and energy.
More the merrier. Selling off its food business, Unilever is shifting priorities, targeting two-thirds of sales from beauty, well-being, and personal care.
Operator of Nutrafol, Liquid I.V., and gummy vitamins brand OLLY, Unilever CEO Fernando Fernandez doesn’t fear overlap, saying the company will take leadership positions in narrow, clearly defined, science-backed segments.
Looking ahead: Throwing weight behind the fast-growing upstart, Unilever wants to put Grüns in every cupboard. Seeing wellness and beauty as rocketships, it’ll seek to own a larger portion of consumers’ rituals, protocols, and stacks.
