Consumer goods giant Unilever has entered into a definitive agreement to divest its plant-based brand, The Vegetarian Butcher, to Dutch enterprise Vivera. This strategic move aims to sharpen Unilever's focus on larger and more scalable brands within its portfolio while allowing The Vegetarian Butcher to continue its expansion under a specialized owner. Acquired in 2018, The Vegetarian Butcher achieved remarkable growth across over 55 global markets. Known for its innovative products and impactful marketing strategies, the brand appeals to a growing demographic of consumers seeking plant-based alternatives.

In making this decision, Unilever acknowledges the distinct supply chain and technological needs of The Vegetarian Butcher, which differ from those of its broader food portfolio. According to Heiko Schipper, President of Unilever Foods, the sale will enable both companies to enhance their respective strengths and future growth opportunities. Since joining Unilever, The Vegetarian Butcher has introduced numerous groundbreaking products that have resonated well with consumers.

Rutger Rozendaal, CEO of The Vegetarian Butcher, views the acquisition positively, emphasizing the potential synergies between his company and Vivera. Both entities share a vision centered on advancing the plant-based food industry. Willem van Weede, Vivera’s CEO, praised the team at The Vegetarian Butcher for their unwavering commitment to bringing Jaap Korteweg’s vision to life on an unprecedented scale without compromising quality.

Vivera is eager to merge with like-minded experts in plant-based products, sharing ambitions to revolutionize the food chain toward greater sustainability. With combined capabilities, the two companies aim to accelerate the transition to a more plant-centric diet. The deal remains subject to regulatory approval and standard closing conditions, with completion anticipated by Q3 2025. Specific financial terms remain undisclosed.

This transaction underscores Unilever's dedication to refining its operational strategy while ensuring continued success for The Vegetarian Butcher under new ownership. It marks a pivotal moment for both organizations as they pursue their respective goals in an increasingly plant-focused market landscape.