Unilever to sell The Vegetarian Butcher, its vegetarian meat subsidiary, to Vivera
Unilever has received a binding offer from Vivera to acquire The Vegetarian Butcher. The move is part of Unilever’s plan to focus on larger, more scalable brands.
UK – Unilever has announced that it has received a binding offer from Vivera to acquire The Vegetarian Butcher, a plant-based meat brand it purchased in 2018 from founder Jaap Korteweg.
Since its acquisition, The Vegetarian Butcher has expanded to over 55 markets and recorded consistent double-digit growth in both retail and foodservice.
Unilever is shifting its portfolio strategy toward long-term scalability, concentrating on fewer but larger brands.
The company stated that The Vegetarian Butcher’s chilled and frozen product range requires a unique supply chain and sourcing model that does not align with Unilever’s broader Foods segment.
Additionally, the technological and research capabilities behind The Vegetarian Butcher’s innovations differ from those required for Unilever’s other food brands, making a sale the most viable option for both parties.
Unilever Foods President Heiko Schipper acknowledged the brand’s strong performance since its acquisition, highlighting its product innovations and marketing efforts that have resonated with consumers.
The proposed sale is subject to standard regulatory approvals, consultation processes, and other conditions, with completion expected by the third quarter of 2025.
Financial details of the agreement have not been disclosed.
Unilever Adjusting Its Plant-Based Strategy
Unilever’s decision to sell The Vegetarian Butcher follows reports that the company has faced challenges in divesting its plant-based meat business as demand for meat alternatives declines.
The company had aimed to capitalize on the growth of plant-based pioneers like Beyond Meat and Impossible Foods, which helped expand the meat substitute market to US$17 billion.
Unilever’s The Vegetarian Butcher and Nestlé’s Garden Gourmet were introduced to replicate the taste and texture of traditional meat using plant-based ingredients such as legumes.
While these products initially appealed to health-conscious and environmentally aware consumers, demand has fallen over the past two years as shoppers increasingly prefer fresh foods over processed alternatives.
Unilever’s Portfolio Restructuring Continues
This latest sale comes after Unilever announced in December that it was in the process of selling its Unox and Zwan brands to Zwanenberg Food Group.
Unox, a Dutch brand established in 1937, and Zwan, a Belgian brand dating back to 1928, have been part of Unilever’s portfolio for decades.
The sale aligns with Unilever’s efforts to refine its Foods segment by prioritizing categories such as cooking aids, small meals, and condiments.
Products from Unox and Zwan, which include processed meats and soups, require specialized production processes that Unilever has determined are less compatible with its evolving strategy.
However, certain Unox offerings, including Noodles and Cup-a-Soup, will remain in Unilever’s portfolio as they fit within the company’s focus on convenient meal solutions.
Schipper acknowledged the cultural importance of Unox in the Netherlands, pointing to its connection with winter traditions such as the New Year’s Dive in Scheveningen and ice-skating events.
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