Unilever to sell The Vegetarian Butcher to Vivera in strategic portfolio shift

Unilever has confirmed that it has received a binding offer from Vivera to acquire The Vegetarian Butcher, marking a strategic decision to streamline its portfolio. Unilever originally acquired the brand in 2018 from founder Jaap Korteweg, and since then, The Vegetarian Butcher has expanded to more than 55 markets, achieving consistent double-digit growth across retail and foodservice.

As outlined during its 2024 Investor Event, Unilever is refining its product portfolio to focus on fewer, larger brands with strong scalability. The Vegetarian Butcher’s range of chilled and frozen plant-based products requires a distinct supply chain and sourcing model, making it less aligned with Unilever’s broader Foods portfolio. The company also cited differences in research and development requirements, noting that The Vegetarian Butcher’s specialized innovation capabilities do not fit seamlessly within Unilever’s long-term growth strategy.

Heiko Schipper, President of Unilever Foods, acknowledged the success of The Vegetarian Butcher under Unilever’s ownership. “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 Unilever’s commitment to plant-based foods and breakthrough innovation. 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 in the World.”

Rutger Rozendaal, CEO of The Vegetarian Butcher, expressed enthusiasm for the brand’s future under Vivera’s ownership. “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 of Vivera, welcomed the opportunity to integrate The Vegetarian Butcher into the company’s growing portfolio. “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 accelerating this important transition together, leveraging the complementary competencies of both our companies.”

The transaction is subject to standard regulatory approvals, closing conditions, and consultation processes. The sale is expected to be completed by the third quarter of 2025. Financial details of the agreement have not been disclosed.