Key takeaways
- Grüns sold for $1.2B and scored 85.5 out of 100 on 48 subscription checkpoints, the highest score yet.
- Grüns sells the subscription to a whole household, adding a kid supply from the cart, to raise AOV without a bundle.
- The one piece Grüns has not built is rewards and milestones for the 12-month subscriber journey.
Grüns sold for $1.2B in April this year.
There’s a lot of talk about their gummy format and custom funnels. But how they stand out in subscription is also a masterclass in itself.
I scored their whole subscription program on 48 checkpoints. 85.5 out of 100, the highest I have ever given.
In a hurry – watch the full breakdown below.
Watch the full breakdown, 25 minutes
Few things that not many brands are doing.
1. Family focus. The subscription is sold to a household, not a person.
They focus on family like the Fast & Furious franchise.
They want your kids, partner, and even your dog (not yet) to take their gummies.
Two adults, one kid, add a kid supply right from the cart.
Their logic: kids are more likely to take it if you take it together. Higher AOV without a bundle.
2. Only one frequency upfront.
It seems to be becoming a trend. Earlier MarsMen, now Grüns.
They sell you one frequency and upsell quarterly on the thank-you page.
Or later, through the Gold membership emails.
Less friction upfront, smaller ticket, then upsell the bigger one.
3. Testing free gifts.
They are not big on free gifts, but they still run gifts on custom landing pages.
Same product, different funnel, different offer.
They are testing constantly, and the main site is not where the tests live.
4. The results timeline sits on the checkout page.
For a gummy brand, the timeline matters more, not less.
They don’t take themselves seriously as a supplement brand, but they still promise supplement benefits.
30, 60 and 90 days, each with a review attached. Most brands put this on the product page. Grüns puts it where the wallet is.
Every one of these is on screen in the breakdown, with the actual pages.
5. They email you every day for the first seven days.
They are heavy on habit formation. Instead of going quiet, they drop seven emails in seven days.
Rip, tap, enjoy. You are crushing it. You made it.
Ask for the review on day five.
Then day six, before the card gets hit: your next order is coming, and something extra is in it. Same email everyone else sends as a billing warning.
6. Limited edition drops as retention strategy.
They are big on limited edition drops like offline brands.
Oreo is famous for custom flavor drops. Coke also does custom launches during FIFA.
Grüns is taking it to the next level with branded deals. Popsicle, Minions. More an offline play than a D2C play.
New flavor drops, you get a text, you reply, your next box is swapped. That is the whole flow. It also explains the four-week cadence. A quarterly subscriber sleeps through every drop.
7. Detailed FAQ.
Their FAQ and help section is to die for.
Very detailed, with clear options, links, and even what to do next. Search “how to cancel Grüns” and you land on their page, not Reddit.
They tell you what to click and what you will see on the screen. Skip, pause, reschedule, change frequency, swap.
All five named and explained, instead of one named and the rest buried behind cancel. Most brands drop one line about the customer portal and leave the customer lost.
The one thing they have not built. Rewards and milestones.
They have solved the product habit and acquisition problem.
Building the 12 month journey is an easier problem to have. Most brands have it the other way around.
Want your program scored on the same 48 checkpoints? Book a call and we will run it.
One email a week on subscription retention: the numbers, the strategy, and what to fix first.
Rahi Jain
Rahi Jain is a subscription LTV specialist who helps DTC brands maximize their LTV from subscriptions.
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