Post by Nate Matherson

Grüns sold to Unilever for $1.2B less than 3 years from launch. And the whole thing starts with Chad Janis drinking greens powder at his parents' house. He realized he was never going to keep doing it. Mix it, drink it, rinse the bottle, leave the bottle out, repeat until your kitchen starts looking like you joined a wellness cult. So why not make it a gummy? And he started Gruns. Chad said something on the MFM episode that’s so true: new formats win. Greens were already a huge category. The product people wanted existed. The format was the annoying part. And that was important for growth too. Gruns was reaching out to 500 TikTok and Instagram creators a week, and the product (in this case, the gummy) gave them the bit. You didn’t need a complicated brief to explain why this was easier than greens powder. $300M ARR. 7,000+ retail doors. Then Unilever called. Numeral works with Gruns on sales tax, so we’ve been watching this one from close range. The part I like most is how clean the loop was. The product made the creative easier to start. The creative team still had to make it work. Then paid media could take the winners and push them further. Congrats Chad and team!