Unilever has agreed to sell its The Vegetarian Butcher range to JBS-owned Vivera as part of its strategy to offload non-core brands.
The consumer goods giant acquired the plant-based food brand in 2018 from founder Jaap Korteweg. It has since delivered double-digit growth and expanded to more than 55 markets worldwide, both in retail and foodservice.
As part of a drive to accelerate its growth, Unilever is optimising its portfolio and focusing on its top 30 ‘power brands’. Earlier this month, the company’s new Chief Executive, Fernando Fernandez, stated that he would accelerate the pace of disposals of smaller regional food brands after his predecessor Hein Schumacher said last year that he was looking to prune products from its portfolio that made up around €1bn of group revenues.
The plant-based food category has experienced a significant slowdown in the last couple of years, with other major manufacturers pulling brands from the market.
In a statement yesterday, Unilever noted that The Vegetarian Butcher’s chilled and frozen products required “a distinct supply chain and sourcing model”, which made the brand “less scalable” within its broader foods portfolio, which includes the likes of Knorr, Hellmann’s, and Marmite.
It went on to say: “The unique set of technological and R&D capabilities that drive the remarkable innovations of The Vegetarian Butcher differs significantly from the requirements of the wider Unilever portfolio. This divergence makes a sale of the brand the best option for both Unilever and The Vegetarian Butcher.”
Financial terms of the deal, which is subject to regulatory requirements and a consultation process, were not disclosed.
Heiko Schipper, President of Unilever Foods, commented: “Since the acquisition, The Vegetarian Butcher has delivered significant growth and launched many extraordinary products. The creative, impactful communication campaigns have fostered genuine love for the brand among consumers. These efforts have not only driven the success of the brand but also reinforced Unilever’s commitment to plant-based foods and breakthrough innovation.
“I believe that The Vegetarian Butcher is poised for even greater success in the next phase of its journey under new ownership that is dedicated to plant-based meat replacements. This focused expertise will support the brand in its ambitious goal to become the Biggest Butcher of the World.”
Vivera is a leading maker of vegan food and has been owned by meat processing giant JBS since 2021. Its CEO, Willem van Weede, said: “The impressive and relentless dedication of the people of The Vegetarian Butcher have brought the vision of Jaap Korteweg to life on an unprecedented scale and ‘sacrificing nothing’.
“Vivera is proud to unite with such like-minded believers in and experts of plant-based products, with the same big ambition towards a better and much more plant-based food chain. We are looking forward to together accelerating this important transition, leveraging the complementary competencies of both our companies.’
