Unilever Has Expanded Its Wellness Brand Portfolio
The company has acquired seven wellness brands to meet consumer interest in longevity and preventative health.
Updated on Sept. 29, 2026 in Wellness
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Unilever Wellbeing has grown its portfolio to seven brands, including the recent acquisition of supplement maker Grüns, to align with evolving health trends. The strategy focuses on products that cater to shifting consumer priorities regarding long-term preventative health.
Why it matters
The company is adapting its product offerings to meet a growing demand from younger demographics, specifically millennials and Gen Z, who are increasingly focused on holistic wellness. This shift suggests a broader movement where consumer goods companies are centering their business models on preventative health and longevity.
Unilever Wellbeing currently manages seven wellness-oriented brands, with four identified as power brands including Olly, Liquid I.V., Nutrafol, and Grüns. Grüns serves as a specific example within this portfolio, containing 21 vitamins and minerals and six grams of fiber per serving.
The players
Unilever Wellbeing
The wellness-focused subsidiary of the global consumer goods company that manages brands including Olly, Liquid I.V., Nutrafol, and Grüns.
Jostein Solheim
The CEO of Unilever Wellbeing who recently outlined the organization's strategy for integrating health and beauty at an industry conference.
The details
Unilever is integrating its beauty and wellness operations to leverage how consumers use digital information and AI-assisted health data to seek science-backed solutions. The company aims to influence long-term aging habits by focusing on supplements and dietary additions. By centralizing these assets, the organization is pivoting its messaging to reflect a deeper focus on the biological aspects of longevity.
Timeline
Unilever acquired the brand Olly in 2019.
The acquisition of the supplement brand Grüns occurred in 2026.
Jostein Solheim discussed these strategies at the Groceryshop conference in September 2026.
Health Landscape
This move reflects the broader industry-wide consumer shift toward longevity and preventative health that major companies are now targeting. It marks a departure from traditional beauty-only marketing as companies increasingly attempt to influence long-term health and aging habits.
When evaluating new supplement additions like those containing vitamins and fiber, it is important to discuss them with your physician to ensure they fit your specific health profile. Relying on science-backed data is essential when considering how these wellness products may support your personal longevity goals.
The takeaway
The trend toward preventative health is increasingly influencing the types of products found on store shelves. Readers should focus on maintaining a balanced diet and consulting with a healthcare professional before adding supplements, such as those with added vitamins or fiber, to their daily regimen.
Further reading
Explore more about Wellness to understand how industry shifts impact your daily health choices.
Source note: This article includes information reported by Glossy.
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