Unilever has today announced a binding agreement to sell its plant-based brand, The Vegetarian Butcher, to Dutch company Vivera. This decision aligns with Unilever's ongoing strategy to streamline its portfolio by focusing on larger, scalable brands.

Acquired by Unilever in 2018, The Vegetarian Butcher has experienced robust growth, expanding its reach to over 55 markets globally across both retail and foodservice channels.

The brand has been recognised for its innovative product offerings and effective marketing campaigns, which have resonated with consumers seeking plant-based alternatives.

Heiko Schipper, president of Unilever Foods, said: “The Vegetarian Butcher has delivered significant growth and launched many extraordinary products since our acquisition. However, the unique supply chain and technological requirements of the brand differ from those of Unilever’s broader food portfolio. This divergence necessitates a sale to enhance both Unilever's focus and The Vegetarian Butcher's potential for future growth.”

The transaction reflects Unilever's commitment to refining its operational focus, particularly in the plant-based segment, which has seen increasing consumer demand.

Rutger Rozendaal, CEO of The Vegetarian Butcher, expressed optimism about the acquisition, highlighting the synergies between The Vegetarian Butcher and Vivera. “We are excited to combine our strengths and deliver greater value to our partners and consumers,” he noted.

Vivera’s CEO, Willem van Weede, added: “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’.

He continued: "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. We are looking forward to together accelerate this important transition, leveraging the complementary competencies of our both companies."

The sale is pending regulatory approvals and customary closing conditions, with completion expected by the third quarter of 2025. Financial details of the transaction have not been disclosed.