One of the biggest secrets behind how Chad Janis built DTC Gummy brand Grüns + sold it to Unilever for $1.2B in under 3 years:

"Winners don't just test ads. They rebuild the entire experience around each winning message."

If you haven’t checked out the My First Million Podcast episode yet with Chad, go here to watch it.

"...The system: test hundreds of ads per month to find the "unlock." Once an angle sticks (gut health, energy, focus), rebuild everything around it."

Want to see this strategy in action?

We recently dropped a full funnel breakdown of Grüns’ gummy funnel inside the Funnel of the Week Members’ area - PLUS an interactive dashboard showing you every Meta + YouTube ad + Lander combo Grüns is running right now in Q2 2026:

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Now let’s dive into some of the takeaways from our Grüns funnel breakdown…

If you're a DTC operator running 5 to 10 landing pages for your supplement and telling yourself you've got the funnel "dialed in," this breakdown is going to feel uncomfortable.

Grüns runs 99+ distinct landing pages in rotation for a single product line. Their best-converting LP only pulls 21.5% of ad traffic. The rest is routed across 20 angle-specific pages, each tailored to a different avatar, condition, pain point, or seasonal context. And the system is scaling. 776 active Meta ads in the last 30 days, 634 new ones, pointing at a library of landing pages that grows as the ad library grows.

This is what "same desire, entered through different doors" looks like on an industrial scale. Schwartz wrote it in Breakthrough Advertising fifty years ago. Grüns is the modern execution.

We spent a week digging through their Meta Ad Library, SimilarWeb data, Atria reports, LP screenshots, and a live funnel walkthrough, including checkout and upsells. Here's what we think operators should take from it.

Are you a Funnel of the Week member? Find the full Grüns breakdown here.

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Most DTC brands we analyze run 1 to 5 landing pages per product. Grüns runs 99+. Here is how the top of the stack looks:

And that is just the top 10. The long tail includes seasonal LPs (Grinch, Mango Sorbet, Olipop collab), demographic LPs (male nutrition, kids daily), and sister-brand crossover LPs (immun.co).

Why most brands will not copy this: it looks like operational chaos. It is not. It is a structured system where each landing page is matched to a creative angle in Meta, and the Meta algorithm routes cold traffic based on creative-to-LP coherence. A GLP-1 ad goes to a GLP-1 LP. A perimenopause ad goes to a perimenopause LP. A gut health ad goes to the gut health LP. When the LP mirrors the ad angle, bounce rate drops and conversion lifts.

The "steal this today" version: pick your top 3 Meta ad angles right now. For each one, build a dedicated LP where the hero section speaks to that angle's exact pain point. Do not swap hero copy on an existing LP, build a fresh page at a new URL so Meta learns the pairing as a distinct traffic pattern.

Every other supplement brand we cover is either ignoring GLP-1 users or competing with them.

Grüns does neither. They position themselves as the complement.

Here is a representative piece of their GLP-1 ad copy:

"GLP-1 side effects? Here are four benefits of taking these gummies. First up, better poops. GLP-1s can slow things down. Grüns has the same amount of fiber as two cups of broccoli to support regular digestion. Second, these gummies pack the most nutrition per calorie. When you are eating less, every nutrient matters."

Read that again. They are not attacking the category. They are slotting themselves into the GLP-1 user's daily routine as a solution to the secondary problems GLP-1 creates: constipation, nutrient gaps, low energy, and food-volume reduction.

This is Hopkins preemption principle wearing modern DTC clothes. The first brand to claim "we are the nutrition support for your Ozempic journey" owns that mental shelf space.

Scale of this angle: they have 204 active ads running variants of "20+ Vitamins for GLP-1 Support" as the headline, with one ad copy alone running 201 days across 127 days of continuous spend. That is not a test. That is a scaled pillar.

Why this matters for your funnel: every emerging trend creates a surrounding problem. GLP-1 causes constipation and appetite loss. AI productivity tools cause screen fatigue. Work-from-home causes isolation. Do not fight the trend. Find the adjacent problem the trend creates and solve it. That is a structurally different and more defensible position than trying to be "better than Ozempic" or "better than AG1."

Most DTC brands run a single Facebook brand page and route all their Meta ads through it. Grüns runs three:

That third page is the interesting one. It is not branded as Grüns. It is positioned as an editorial/magazine page that publishes health-related content, and then runs whitelisted Grüns ads that look more like article recommendations than product ads. The creative performs differently because it reads as "publisher-recommended" instead of "brand-advertised."

Risk diversification benefit: if one page gets restricted, the funnel keeps running. Most DTC operators do not think about page-level Meta risk until they get hit with a restriction. Grüns built their page structure assuming restriction was inevitable.

Whitelisting roster (pulled from the live ad library): Kaleigh Burns, Nurse Jackie, Lisa Rinna, Jesse Palmer, Christine Carroll, Barbara Corcoran, and founder Dr. Chad Janis. Barbara Corcoran being in their creative mix is the standout, an A-list Shark Tank endorsement being served inside the Meta feed to cold traffic.

The takeaway for operators: you do not have to run everything from one page. Run a brand page, run a publisher-style page, and run a sub-brand or kids-line page if applicable. Spread the creative signal across accounts. Meta does not penalize this, Meta rewards it, because it looks like a healthy, diverse ecosystem rather than a single-page ad factory.

The Grüns OTO sequence is the cleanest subscription-retention trick we have seen this quarter.

After checkout, the first upsell is simple:

"Upgrade to deliveries every 12 weeks, and get 3 pouches for the price of 2."

On the surface, this looks like a "gift with purchase." Dig into it:

The buyer pays the same dollar amount per pouch that they were already paying.

They commit to 12 weeks of subscription revenue instead of 4.

Grüns gets 3 months of locked-in cash flow and dramatically lower churn.

The "free pouch" is a 33% discount on the third unit, which is the margin Grüns was going to spend on retention anyway.

This is churn prevention disguised as an upsell. Most DTC brands run upsells that extract more dollars from the buyer at the moment of weakest resistance. Grüns runs an upsell that extracts commitment, which is worth more than dollars in subscription economics.

Then OTO 2 stacks on a classic volume add-on: one extra pouch at the subscriber price. We accepted both, taking our order total from $40.80 to $86.50, with a recurring subscription subtotal of $59.99 every 4 weeks.

2.1x AOV lift. Zero guilt-trip language. Zero forced bundles. Zero scarcity popups.

The framework to steal: when designing your OTO, ask what the buyer actually wants to give you beyond their money. Do you want their commitment (longer subscription)? Their data (a post-purchase quiz)? Their social graph (referral)? Design the OTO around extracting that, not just more dollars. Commitment-first OTOs tend to outperform dollar-first OTOs on LTV.

A few more tactics worth stealing, shorter form:

Question-first hooks dominate. Their top-running ad copies open with "Did you know fiber is not just for digestion?" / "Struggling to get enough fiber?" / "Feeling off in your gut lately?" Questions create open loops. Statement hooks give the reader permission to scroll.

Direct-to-branded traffic as a signal, not a goal. Grüns pulls 52% direct traffic out of their SimilarWeb, and 230K monthly searches for "gruns" alone. Nobody is searching for "best greens gummy" and finding them. The brand recall comes from the Meta spend, and once you have it, it compounds. Brand recall is not a traffic source, it is a byproduct of creative consistency.

Dynamic testimonial filters on the LP. The LP testimonials change depending on what the user clicks on (taste, value, ingredients). Same LP, different social proof stack depending on the buyer's curiosity. Low-effort, high-impact conversion tweak.

Seasonal collab drops as a creative refresh engine. Grinch Snacks, Mango Sorbet, Olipop collab, each of these collabs is a short-lived creative push (12 to 14 days) that generates new ad angles and new LP URLs. The Meta algorithm loves fresh, creative. The buyer loves novelty. Everyone wins.

Post-purchase affiliate code capture. On the thank-you page, every buyer gets a unique affiliate code to share with friends. Your buyer is never warmer than the minute after checkout. Capture that moment with a referral mechanism.

Sub-brand strategy for new SKU launches. Grüns launched a new immunity product called Immün as its own sub-brand instead of as a Grüns line extension. Separate ad creative, separate positioning, while leveraging the Grüns brand equity in creative through the "remember this guy?" founder hook. Low incremental cost (same manufacturing, same warehouse) with a high incremental revenue ceiling.

Note on data significance. The 99+ LP count is verified in Atria from the last 180 days. The 1.2M visits are the SimilarWeb March 2026 figure. Most DTC supplement brands run 3 to 10 LPs and pull 100K to 500K visits a month. For context, Grüns is running roughly 10x more LPs than the typical brand in this category and pulling 2 to 10x more traffic. That is the operational gap between "winning in your niche" and "dominating your niche."

The biggest mental shift this breakdown forced on us is this:

Landing pages should grow at the same rate as ad angles, not at the rate of "one winner, one backup."

When you run one landing page for every Meta ad angle, you are throwing away conversion on the angle-to-LP mismatch. A GLP-1 user landing on a generic greens LP bounces higher and converts lower than the same user landing on a page that opens with "Ozempic is changing your body. Here is how to keep it nourished."

Grüns figured this out and built the production system to support it. 99 landing pages in rotation, each mapped to a Meta ad angle, with the algorithm routing cold traffic to the right page.

If you are running 5 LPs and asking why your ROAS is softening after Meta learns your creative, this is probably why. You have run out of angle-LP pairings for the algorithm to explore.

Build the production system, not the single funnel.

Are you a Funnel of the Week member? Find the full Grüns breakdown here.

Not yet a Funnel of the Week member?

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Have a great week,

The Funnel of the Week Team

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

…And we add new funnel breakdowns & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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