Unilever Sells The Vegetarian Butcher to Vivera
Unilever has agreed to sell its popular meat alternatives brand The Vegetarian Butcher to Netherlands-based Vivera, in a strategic move that underscores the FMCG giant’s evolving portfolio strategy.
While the financial details remain undisclosed, the deal marks a significant shift in Unilever’s approach as it sharpens focus on fewer, larger brands and prepares to demerge its ice cream division.
The sale follows Unilever’s decision last November to explore potential buyers for The Vegetarian Butcher, a process it undertook with the support of investment bank Piper Sandler.
Now, a formal agreement has been reached with Vivera – one of the leading plant-based food firms in Europe, itself owned by Brazilian meat-packing conglomerate JBS. The transaction is still subject to regulatory approval but is expected to complete in the third quarter of this year.
Founded in 2010, The Vegetarian Butcher was acquired by Unilever in 2018 and has since grown into a globally recognised brand. With a presence in 55 countries across retail and food service channels, the brand has been a key player in the rise of plant-based eating, known for its bold marketing and chef-approved meat alternatives.
Vivera, which already enjoys a strong retail foothold in the United Kingdom, sees the acquisition as a natural fit.
In a statement, the company’s CEO expressed enthusiasm about the complementary nature of the two businesses, saying that by combining these two companies, they join forces to create a great purpose-driven company with many talented and highly motivated people.
What’s more, they added that the acceleration of the protein transition is more important than ever, and they look forward to inspiring more people to eat more plant-based.
Echoing that optimism, the CEO of The Vegetarian Butcher remarked that the deal represents a significant step towards becoming one of the largest and most influential companies in the plant-based industry, highlighting how the combined strengths of the two brands will deliver greater value to consumers and partners alike.
They are also very excited to be joining forces with Vivera, noting the unique opportunity to lead the global shift to tasty and healthy plant-based solutions.
Unilever, for its part, praised the growth and impact of The Vegetarian Butcher under its ownership. The President of Unilever Foods commended the brand’s creative communications, which have fostered genuine love among customers and played a critical role in promoting plant-based innovation.
These efforts have not only driven the success of the brand but have also reinforced Unilever’s commitment to breakthrough innovation in plant-based foods. It is believed that The Vegetarian Butcher is poised for even greater success under new ownership dedicated solely to this space.
The announcement comes on the heels of leadership changes at Unilever, with former CFO Fernando Fernandez stepping into the CEO role following Hein Schumacher’s recent departure. Schumacher, who led the company from summer 2023, played a pivotal role in the firm’s turnaround strategy and the renewed focus on core business areas.
Conclusion
Unilever’s sale of The Vegetarian Butcher to Vivera marks not only a strategic pivot for the FMCG titan but also a major consolidation in the plant-based food sector. With both brands aligned in purpose and ambition, the merger promises to accelerate the protein transition globally, offering even more innovative options for consumers seeking meat-free alternatives.
As Unilever sharpens its focus on fewer, high-impact brands, The Vegetarian Butcher enters an exciting new chapter – one backed by a company firmly rooted in plant-based innovation.
News Credits: Unilever agrees sale of The Vegetarian Butcher
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