Unilever To Offload Plant-Based Meat Brand The Vegetarian Butcher

The offer from Vivera is subject to customary closing conditions, regulatory requirements, and consultation processes.

The consumer goods giant added that the deal is expected to close by the third quarter of 2025.

In 2021, Brazilian food giant JBS acquired Europe-based Vivera in a deal worth €341 million.

Focus On Fewer Brands

The move is part of Unilever’s strategy to focus on fewer and bigger brands as it seeks to streamline its portfolio for long-term growth and scalability.

The chilled and frozen products of The Vegetarian Butcher require a distinct supply chain and sourcing model making them less scalable within the broader Unilever Foods portfolio, the consumer goods giant noted.

Moreover, the technological and R&D capabilities that drive the brand are significantly different from the requirements of the broader Unilever portfolio.

As a result, selling the brand is the best option for both Unilever and The Vegetarian Butcher, the company added.

The Vegetarian Butcher

Unilever acquired The Vegetarian Butcher in 2018 from founder Jaap Korteweg.

Since then, the company delivered double-digit growth on average and expanded its presence in more than 55 markets worldwide in retail as well as foodservice.

Heiko Schipper, president of Unilever Foods, stated, “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 the Unilever 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.”

Willem van Weede, CEO of Vivera, stated, “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.”