At the end of last year, Unilever announced plans to sell off its plant-based meat brand, The Vegetarian Butcher, as part of its efforts to slim down its portfolio and focus on its core “power brands.” Now, less than 4 months later, Unilever has found a buyer—Dutch plant-based food brand Vivera.
“The Vegetarian Butcher and Vivera make a strong combination”
The Vegetarian Butcher, which was acquired by Unilever in 2018, has seen substantial growth under the multinational’s ownership. Since the acquisition, the brand expanded into over 55 markets, offering both retail and foodservice products.
However, Unilever noted that the brand’s unique supply chain and research and development requirements made it difficult to integrate within the broader Unilever Foods portfolio. This divergence in operational needs was a key factor in the decision to sell. The sale is subject to regulatory approvals and other standard conditions, with completion expected by the third quarter of 2025.
Vivera’s extensive expertise in retail channels and The Vegetarian Butcher’s established presence in foodservice and QSR will enable the combined entity to serve a broader customer base. Furthermore, both companies are committed to their shared goal of reducing animal consumption, with The Vegetarian Butcher having already removed over 11 million animals from the food chain since its inception in 2010.
Accelerating the protein transition
“The Vegetarian Butcher and Vivera make a strong combination. Together, we can create a purpose-driven company with highly talented and motivated teams. The acceleration of the protein transition is more critical than ever, and we look forward to inspiring more people to embrace plant-based alternatives,” said Willem van Weede, CEO of Vivera.
Rutger Rozendaal, CEO of The Vegetarian Butcher, also expressed enthusiasm for the deal, noting that the merger bring the company one step closer to becoming one of the largest and most influential companies in the plant-based industry.
“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,” noted Heiko Schipper, president of Unilver Foods.
