Unilever has announced plans to sell The Vegetarian Butcher to plant-based food company Vivera, marking a strategic shift in its portfolio focus. The binding offer from Vivera is currently under review, with the transaction expected to be completed by the third quarter of 2025, subject to regulatory approvals and standard closing conditions.
The Vegetarian Butcher, originally founded by Jaap Korteweg, was acquired by Unilever in 2018 and has since experienced strong double-digit growth, expanding its presence to over 55 markets worldwide across retail and foodservice sectors. However, Unilever’s evolving business strategy, outlined in its 2024 Investor Event, has prompted a focus on fewer, larger brands with greater scalability. The company cited The Vegetarian Butcher’s unique supply chain and research and development needs as factors that make it less compatible with Unilever’s broader food portfolio.
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.
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.”
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.’
