Unilever, in a press release, stated that it had received a binding offer from Vivera to purchase the brand, which has been under Unilever’s ownership since 2018, having purchased it from brand founder Jaap Korteweg. Details of the offer were not disclosed in the release.
The offer follows Unilever’s announcement during its 2024 Investor Event that it wanted to sharpen its portfolio by focusing on “fewer, bigger brands”. It also stated that The Vegetarian Butcher is a sensible divestiture because its products “require a distinct supply chain and sourcing model”.
“We are very excited for The Vegetarian Butcher to be joining forces with Vivera, as it will bring the opportunity to combine our strengths and deliver even greater value to our partners and our consumers,” said Rutger Rozenaall, CEO of The Vegetarian Butcher.
Willem van Weede, CEO of Vivera, added: “The impressive and relentless dedication of the people of The Vegetarian Butcher has brought the vision of Jaap Korteweg to life on an unprecedented scale and ‘sacrificing nothing’. 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 accelerating this important transition, leveraging the complementary competencies of both our companies.’
So, there is a higher chance of this acquisition being successful, and it will be interesting to witness the journey.
