21 Mar 2025 Unilever sells Vegetarian Butcher
As part of a major food division overhaul, Unilever is offloading brands considered not profitable enough….
Vivera, a subsidiary of JBS SA, one of the world’s largest meat processors, is acquiring The Vegetarian Butcher from Unilever. Financial terms of the transaction were not disclosed.
This is part a brutal €1bn food brand clear out under new CEO Fernando Fernandez and follows the sale of Unox and Zwan brands in December 2024.
The Vegetarian Butcher sells a variety of plant-based meat alternative applications to retailers and foodservice operators in 55 markets around the world. The business was founded in 2010 and acquired by Unilever in 2018.
Vivera manufactures plant-based meat alternatives. JBS SA, São Paulo, Brazil, acquired Vivera in 2021 for approximately $400-million. Its products are available in 32,000 supermarkets in 25 European countries, according to the company.
“By combining these two companies we join forces to create a great purpose-driven company with many talented and highly motivated people,” said Willem van Weede, chief executive officer of Vivera. “Acceleration of the protein transition is more important than ever, and we look forward to inspiring more people to eat more plant based.”
Unilever has announced that it was looking to transition its portfolio to long-term growth and scalability by focusing on fewer, larger brands.
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, according to the company.
“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,” said Heiko Schipper, president of Unilever Foods.
Unilever’s new CEO’s business strategy
The binding offer from Unilever is subject to the usual closing conditions, regulatory requirements and consultation processes, with completion expected by the third quarter of 2025.
The Vegetarian Butcher sale comes as Unilever continues to undergo a major business shakeup to focus on its portfolio of 30 CPG ‘power brands’.
Former CEO Schumacher had focused on the power brands strategy, promising €1.2bn of NPD platforms over three years. New CEO Fernandez has committed to Unilever’s food portfolio, he told investors recently as part of a strategy update following his promotion.
He also pledged a significant focus in marketing, particularly through the use of social media influencers, which he would use to ensure a broader brand exposure.
Meanwhile, Unilever was thrust into the spotlight this week, too, when ice cream company, Ben & Jerry’s, claimed its CEO David Stever has been pushed out of the business in a bid to stop it’s political and social activism, a hallmark of the brand.
Ben & Jerry’s sued Unilever in November to stop alleged efforts to dismantle its board and end its progressive social activism, which has included protesting the war in Gaza, supporting a movement to defund police, and attempting to criticise US President Donald Trump.
Source: Reuters, FoodNavigator.com, FoodBusinessNews.net