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Unilver adds Vegetarian Butcher to growing plant-based portfolio

Food and personal care multinational Unilever is acquiring Netherlands-based The Vegetarian Butcher. 

The food and personal care multinational says the acquisition fits with its strategy to expand its portfolio into plant-based foods that are healthier and have a lower environmental impact. 

Unilever says it is responding to the growing trend among consumers to increasingly opt for vegetarian and vegan meals. For The Vegetarian Butcher, the acquisition is the next step in its ambition to grow into ‘the largest butcher in the world’.

Jaap Korteweg, a ninth-generation meat farmer and a real meat lover, became a vegetarian and founded The Vegetarian Butcher in 2007 to satisfy his own need for quality ‘meat’, which was not produced from animals. The products made by The Vegetarian Butcher are being sold in over 4,000 outlets in 17 countries. According to Korteweg, the acquisition has come at the right time. “We want to take the next step – conquer the world. It is our mission to make plant-based ‘meat’ the standard. We believe that with Unilever’s international network, this acquisition will help to accelerate our mission.”

Unilever and The Vegetarian Butcher started working together in 2016 when they jointly launched the ‘Vegetarian Meatballs in Satay Sauce’ and ‘Vegetarian Meatballs in Tomato Sauce’ lines, which were marketed under the Unox brand.

Commenting on the acquisition, Nitin Paranjpe, president foods & refreshment Unilever, said: “The Vegetarian Butcher is a brand with a clear mission, many loyal ambassadors, a good following on social media and a strong position in the market. The brand will fit in well within our portfolio of ‘brands with purpose’, which have a positive social impact, are better positioned to meet the needs of consumers and are growing faster. Importantly, this acquisition will help us to accelerate our journey towards more plant-based food.”

The Vegetarian Butcher employs approximately 90 people, who are expected to remain with the business under Unilever ownership.

The acquisition is being made for an undisclosed consideration and is expected to be completed before the end of 2018.

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

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2 Responses to Unilver adds Vegetarian Butcher to growing plant-based portfolio

  1. Pamela Crummay January 2, 2019 at 10:27 pm #

    If the Unilevers and Nestlés of this world think they can move up the ethical list by buying such companies they had really better think twice.
    I suppose their main reason is just to get in on the great surge towards vegetarian/veganism……money, of course!

  2. conversionplants January 15, 2019 at 6:15 pm #

    Think of the distribution for these products from this purchase!!!!

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