Unilever, a global consumer goods conglomerate, has announced plans to sell its plant-based meat brand, The Vegetarian Butcher, to Vivera, a Dutch company specializing in meat alternatives. This strategic move aligns with Unilever’s ongoing efforts to streamline its portfolio and concentrate on its core brands
Companies Involved
Unilever, headquartered in London, is a multinational corporation offering a wide range of products in beauty, personal care, home care, foods, and refreshments. With a presence in over 190 countries, its brands include household names such as Dove, Knorr, and Ben & Jerry’s. In 2024, Unilever reported revenues of €60.8 billion.
The Vegetarian Butcher, founded in 2010 by Jaap Korteweg, a ninth-generation Dutch farmer who became a vegetarian, produces plant-based meat alternatives that mimic the taste and texture of traditional meat. Since its acquisition by Unilever in 2018, the brand has expanded to over 55 markets worldwide, offering products in both retail and foodservice sectors.
Vivera, established in 1990 and based in the Netherlands, is one of Europe’s largest producers of plant-based meat substitutes. The company offers a diverse range of products, including plant-based burgers, sausages, and chicken alternatives, available in more than 25 European countries. In 2021, Vivera was acquired by JBS, one of the world’s largest meat processors, for approximately $400 million.
Details of the Transaction
Unilever has accepted a binding offer from Vivera to acquire The Vegetarian Butcher. The financial terms of the deal have not been disclosed. This decision is part of Unilever’s strategy to focus on fewer, larger brands that offer long-term growth and scalability. The unique supply chain and research and development requirements of The Vegetarian Butcher’s chilled and frozen products were cited as factors making the brand less scalable within Unilever’s broader food portfolio. The transaction is subject to customary closing conditions, regulatory approvals, and consultation processes, with completion expected by the third quarter of 2025.
Industry Overview and Statistics
The plant-based meat industry has experienced significant growth in recent years, driven by increasing consumer interest in health, sustainability, and animal welfare. In 2023, the global plant-based meat market was valued at approximately $7.17 billion and is projected to reach $14.9 billion by 2027, growing at a compound annual growth rate (CAGR) of 15% from 2020 to 2027.
In the United States, the plant-based meat market was valued at $939 million in 2021, reflecting a 45% increase from the previous year. Notably, 21% of meat-eaters have incorporated plant-based meat into their diets, indicating a growing acceptance beyond the vegetarian and vegan consumer base.
Despite this growth, the industry faces challenges, including consumer perceptions of plant-based meats as “ultra-processed” and a shift towards fresh produce. These factors have led companies like Unilever to reassess their positions within the market, as evidenced by the sale of The Vegetarian Butcher.
The sale of The Vegetarian Butcher to Vivera represents a strategic realignment for Unilever, allowing it to concentrate on its core brands while ensuring that The Vegetarian Butcher continues to grow under specialized ownership. For Vivera, this acquisition strengthens its position in the plant-based meat industry, enabling it to leverage synergies and expand its product offerings across Europe and beyond. As consumer interest in plant-based diets continues to rise, companies in this sector must navigate evolving market dynamics to capitalize on growth opportunities and address emerging challenges.