What the Market Will Bear

Only three years after having been founded, Grüns — Noted in 2025 on Brand New — has become one of the largest brands in the U.S. Greens Supplement category thanks to its charming green gummy bears that pack more than 60 ingredients including over 30 organic fruits and vegetables, 21 vitamins and minerals, and 6g of prebiotic fibre. Last week, Unilever announced it would be acquiring it for a whopping $1.2 billion (which, after Siete’s acquisition by PepsiCo for the same amount, seems to be the going rate for brand-driven CPGs).