Unilever is to sell The Vegetarian Butcher to the Netherlands-based plant-based food specialist Vivera, the food and personal care multinational has announced. 

The Vegetarian Butcher was bought by Unilever in 2018 from founder Jaap Korteweg and has since delivered strong double-digit growth on average, expanded to a presence in more than 55 markets worldwide – both in retail and in foodservice.

Unilever has previously talked about streamlining its portfolio and focusing on fewer, bigger brands. It says the The Vegetarian Butcher’s requirement of a distinct supply chain and sourcing model making, together very specific innovation criteria, creates a “divergence … that makes a sale of the brand the best option for both Unilever and The Vegetarian Butcher”.

Heiko Schipper, president Unilever Foods: “Since the acquisition, The Vegetarian Butcher has delivered significant growth and launched many extraordinary products. The creative, impactful communication campaigns have fostered genuine love for the brand among consumers. These efforts have not only driven the success of the brand, but also reinforced the Unilever commitment to plant-based foods and breakthrough innovation.

Rutger Rozendaal, CEO at The Vegetarian Butcher: “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”.

Willem van Weede, CEO Vivera: “The impressive and relentless dedication of the people of The Vegetarian Butcher have brought the vision of Jaap Korteweg to life on 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 accelerate this important transition, leveraging the complementary competencies of our both companies.’