Unilever divests The Vegetarian Butcher to Vivera as part of portfolio restructuring
Unilever has entered into a binding agreement with Vivera to sell The Vegetarian Butcher, a strategic move that aligns with the company’s recently announced portfolio sharpening initiative. The divestiture comes after seven years of ownership during which the plant-based brand expanded into more than 55 markets globally while maintaining consistent double-digit growth.
Supply chain considerations drive strategic decision
The chilled and frozen product range of The Vegetarian Butcher requires specialised supply chain infrastructure and sourcing models that differ significantly from Unilever’s broader food portfolio. This operational divergence has been cited as a primary factor in the decision to divest.
Heiko Schipper, President Unilever Foods, explained the rationale behind the sale: “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.”
Schipper added, “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.”
Technological capabilities create divergent R&D requirements
Beyond supply chain considerations, Unilever noted that The Vegetarian Butcher’s unique technological and research capabilities differ markedly from those required by other Unilever brands. The specialised nature of plant-based meat alternatives demands distinct innovation pathways that may be better served within a dedicated plant-based foods operation.
The 2018 acquisition from founder Jaap Korteweg positioned Unilever as an early corporate entrant into the rapidly expanding plant-based protein sector. During Unilever’s stewardship, The Vegetarian Butcher established distribution in both retail and foodservice channels across international markets.
Alignment of plant-based expertise
For Vivera, the acquisition represents a significant consolidation of plant-based expertise. Willem van Weede, CEO Vivera, commented on the strategic fit: “The impressive and relentless dedication of the people of The Vegetarian Butcher have brought the vision of Jaap Korteweg to life on unprecedented scale and ‘sacrificing nothing’. Vivera is proud to unite with such like-minded believers in and experts of plant-based products.”
The Vegetarian Butcher’s management has responded positively to the transition. Rutger Rozendaal, CEO at The Vegetarian Butcher, stated: “We are very excited for The Vegetarian Butcher to be joining forces with Vivera, as it will bring the opportunity to combine our strengths and deliver even greater value to our partners and our consumers.”
Portfolio optimisation strategy continues
This divestiture aligns with Unilever’s stated objective at its 2024 Investor Event to focus on “fewer, bigger brands” with greater scalability. The transaction is subject to customary closing conditions, regulatory requirements, and consultation processes, with completion expected by Q3 2025. Financial terms of the binding offer have not been disclosed.
For more information, visit: www.unilever.com
