Grüns Lands Valuation Around $500 Million as Supplement Startups Boom

Investors are on a health kick and looking for new ways to tap into fast-growing brands in the nutrition sector.

That includes pouring money into startups selling supplements, particularly those that offer new ways for people to load up on vitamins, protein and other ingredients. The latest example is two-year-old gummy supplement startup Grüns, which raised fresh cash at an up to $500 million valuation in recent weeks, according to people briefed on the deal. Grüns’ monthly sales were roughly $10 million earlier this year, according to one of the people.