Grüns

What Grüns does

Grüns is a Beaverton, Oregon-based nutrition and wellness company founded by Chad Janis in August 2023 that produces pectin-based gummy supplements converting powdered greens into convenient daily gummy packs. Each serving combines 60+ whole-food ingredients, 21 vitamins and minerals, adaptogens, prebiotics, super mushrooms, antioxidants, and 6g of fiber in a vegan, plant-based (gelatin-free), low-sugar or sugar-free (allulose) formulation, with both adult and children's SKUs plus seasonal limited editions (Popsicle Firecracker, Grünnny Smith Apple) and sub-brands (Ü Snacks, Immün, Nütrops, Jüced). Products are manufactured in FDA and GMP registered facilities in the U.S. and Canada, and the company has published a randomized, double-blind, placebo-controlled clinical study demonstrating meaningful increases in key nutrients measured in blood after 90 days of daily use. The company differentiates through proprietary ingredient blending (synergistic pairing of nutrients with their natural absorption partners) and through pectin-based gummy technology that enables a vegan, dairy-free, gluten-free, and nut-free product, validated by independent testing (Light Labs) for potency and purity against 635 substances.

Grüns makes money primarily through a direct-to-consumer subscription e-commerce model on gruns.co, where adult monthly subscriptions are priced at $59.99-$65.99 (25% off MSRP) and quarterly subscriptions at $147.98-$164.78 (~38% off), with free shipping, free welcome gifts, and a 30-day money-back guarantee. A second revenue stream is non-subscription one-time DTC purchases at full retail (e.g., $79.99 for 28 packs), and a third is wholesale and retail-margin revenue through nearly 5,000 physical stores including Target, Walmart, Sprouts, and Amazon marketplace. Marketing is anchored on social media virality (TikTok), celebrity endorsements (Bethenny Frankel, Shaun White as paid spokesperson/investor), influencer partnerships, a referral program, and earned media placements across Forbes, Today Show, GQ, Men's Journal, Women's Health, and Good Housekeeping.

The company serves health-conscious adults seeking a single comprehensive daily supplement to replace pills and powders, parents looking for a palatable children's multivitamin, athletes (Gotham FC partnership; Olympic snowboarder Shaun White, Olympic rugby player Madison Hughes, marathoner Connor Weaver), GLP-1 medication users seeking nutritional support during treatment, and holiday gift buyers. As of mid-2025, Grüns has over 1 million members, 100,000+ verified reviews with a 4.8-star average, nine-figure annual recurring revenue, profitability within 14 months of launch, and a $500M valuation. Notable capital backers include Sugar Capital, SilverCircle, Vanterra Ventures, Selva Ventures, Able Partners, Pltfrm Ventures, and Headline (lead of the $35M round in April 2025).

Name

Grüns

Legal name

Grüns Nutrition, Inc.

Website

https://gruns.co

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Grüns is a Beaverton, Oregon-based nutrition company founded in 2023 that produces pectin-based gummy supplements combining 60+ whole-food ingredients, vitamins, minerals, and adaptogens. It sells primarily through DTC subscriptions and nearly 5,000 retail stores including Target, Walmart, and Sprouts, serving over 1 million members.

Ownership category

akta.pro rank

Product category

Nutritional Supplements (Gummy Vitamins)

NAICS

Food (Health) Supplement Retailers (456191), Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industries

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Daily nutrition gummies
• Greens supplement gummies
• Plant-based multivitamin
• Subscription wellness supplements
• Vegan dietary supplements

Headquarters

HQ city

Beaverton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Subscription: Primary revenue stream through gruns.co with recurring subscription/autoship model. Subscribers receive 25-30% discounts, free shipping, and free welcome gifts. Monthly supply priced at $79.99 (28 packs), billed every 4 weeks.
2. Direct-to-Consumer One-Time Purchase: Non-subscription single orders at full retail price with no free shipping or discount benefits.
3. Retail Distribution: Products sold through nearly 5,000 retail locations including Target, Walmart, and Sprouts, generating wholesale and/or retail margin revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Grüns sells pectin-based daily nutrition gummy supplements that consolidate 60+ whole-food ingredients, 21 vitamins and minerals, adaptogens, prebiotics, super mushrooms, antioxidants, and 6g of fiber into a single daily pack, replacing multiple pills, powders, and supplements. The line includes adult and kids formulations plus limited-edition seasonal flavors and sub-brands (Immün, Jüced), sold direct-to-consumer via gruns.co on a subscription model and through nearly 5,000 U.S. retail stores including Target, Walmart, and Sprouts.

Product overview

Grüns is a gummy vitamin and nutrition company that converts powdered greens into convenient gummy supplements. The core product is the Grüns Superfood Greens Gummies (Adults), which contains 60+ whole food ingredients, 21 vitamins and minerals, and 6g of fiber. The product line includes Grüns Kids (formulated for children), seasonal limited editions (Popsicle® Firecracker Adults/Kids, Grünny Smith Apple), and sub-brands including Ü Snacks, Immün, Nütrops, and Jüced (which launched Preworkout Energy Gummies). Products are available in low-sugar and sugar-free variants, priced at $79.99 per 28-serving package with subscription options offering up to 61% savings. The company reached profitability within 14 months of its August 2023 launch and achieved a $500 million valuation by 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Grüns Adults: Clinically backed formula for energy, immunity, and daily wellness - the main adult gummy supplement product.
• Grüns Kids
• Popsicle® Firecracker
• Ü Snacks
• Nütrops
• Immün
• Jüced

Products and services

• Grüns Superfood Greens Gummies (Adults) Comprehensive daily nutrition gummy supplement containing 60+ whole food ingredients, 21 vitamins and minerals, and 6g of fiber. Available in Original and limited-edition flavors with low-sugar and sugar-free options. Supports digestion, immunity, energy, and cognitive function for adults.
• Grüns Kids Daily nutrition gummy supplement formulated for children with essential nutrients to help kids reach their full potential, available in low-sugar and sugar-free variants.
• Popsicle® Firecracker Adults Limited-edition flavor variant of Grüns Superfood Greens Gummies featuring a cherry, lemon-lime, and blue raspberry flavor profile, launched in 2025.
• Popsicle® Firecracker Kids Limited-edition flavor variant of Grüns Kids gummies featuring cherry, lemon-lime, and blue raspberry flavors.
• Immün Comprehensive 13-in-1 daily defense gummy under the Grüns family of brands, formulated to support immune resilience and stress regulation.
• Jüced Preworkout Energy Gummies Preworkout energy gummies under the Jüced sub-brand of Grüns Nutrition, featuring caffeine, L-Carnitine, DuraBeet Betaine, rhodiola rosea, and prebiotic fiber in Electric Peach flavor.

Quantifiable outcome

• 100,000+ verified customer reviews with 4.8/5.0 average rating
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• TargetcoreChannel Partner/ Reseller/ Distributor · 13 May 2025Target is a major U.S. retail chain that began carrying Grüns products in nearly 5,000 stores nationwide, significantly expanding Grüns' physical retail presence alongside Walmart and Sprouts.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 13 May 2025Walmart is a major U.S. retail chain partner offering Grüns products in stores nationwide, contributing to Grüns' expansion to nearly 5,000 retail locations within two years of launch.
• Collaborations LicensingcoreOEM/ Whitelabel/ Licensing Partner · 9 May 2025Grüns appointed Collaborations Licensing as its official licensing agent to manage and expand the brand's licensing and collaboration opportunities, including potential brand extensions and new product categories.
• Gotham FCcoreStrategic or Co-development Partner · 1 May 2025Gotham FC, a professional women's soccer team and NWSL champion, entered into a strategic partnership with Grüns centered on foundational nutrition. The partnership includes player nutrition support, game-day activations, and co-branded content to promote the Grüns brand to the team's fanbase. The partnership launched in May 2025 and was announced across multiple Gotham FC media channels.
• TruemedsupportingGTM or Marketing PartnerTruemed is a health savings partner that enables Grüns to offer HSA/FSA eligibility, making products more accessible to consumers using health savings accounts for qualified purchases.
• Light LabssupportingTechnology or IntegrationLight Labs is an independent testing laboratory that validated Grüns' products in February 2026, testing 635 substances for quality and purity, providing third-party credibility for product claims.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Care/of: Care/of (acquired by Bayer) is a personalized vitamin/supplement brand with a subscription DTC model targeting the same health-conscious adult demographic Grüns serves.
• HUM Nutrition: HUM is a DTC beauty-from-within supplement brand combining subscription, influencer marketing, and clinical claims—an adjacent direct competitor in the modern, social-first supplements category.
• Olly: Olly is a leading gummy vitamin and supplement brand (acquired by Unilever) that overlaps directly with Grüns' format, target consumer (health-conscious adults), and key retail channels including Target.
• SmartyPants Vitamins: SmartyPants is a premium gummy vitamin brand (owned by Unilever) selling multi-nutrient formulas at similar price points and through comparable retail and DTC channels, making it a direct head-to-head competitor.
• Goli Nutrition: Goli built a viral DTC gummy supplement brand (notably apple cider vinegar gummies) with celebrity-driven social marketing and mass retail distribution—a directly comparable brand-led, social-first gummy supplement company.
• Sugarbear Hair Vitamins: Sugarbearhair is a viral, social-first gummy supplement brand targeting beauty/wellness needs with subscription DTC and celebrity influencer marketing—a directly comparable brand-building and GTM model.
• Ritual: Ritual is a DTC-first essential vitamins/minerals brand that competes for the same health-conscious adult consumer with a focus on clinical-quality, traceable ingredients—positioned as a premium alternative to traditional and gummy multivitamins.

Broad incumbents

• AG1 (Athletic Greens): AG1 is a comprehensive daily greens/nutrition powder competing for the same daily-nutrition occasion that Grüns targets, though delivered as a powder rather than a gummy; both brands emphasize comprehensive nutrient blends and clinical-grade positioning.
• Garden of Life: Garden of Life (owned by Nestlé Health Science) is a major whole-food and organic supplement brand with broad retail distribution across Sprouts, Whole Foods, and mainstream grocers—a broader incumbent competing in the same wellness/supplement shelf space.
• The Vitamin Shoppe: The Vitamin Shoppe is a national specialty supplement retailer carrying hundreds of supplement brands including Olly, SmartyPants, and similar products—an important distribution channel and competitive retailer for Grüns and similar brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grunsdaily

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grüns