Unilever has announced a binding offer from Vivera to acquire its plant-based meat brand, The Vegetarian Butcher, with the deal expected to finalize by Q3 2025. The Vegetarian Butcher was founded by Jaap Korteweg, who transitioned from livestock farming to creating plant-based alternatives after ethical concerns. Since its acquisition by Unilever in 2018, the company saw significant growth and expanded to over 55 markets. The decision to sell aligns with Unilever's strategy to streamline its portfolio for long-term growth, as The Vegetarian Butcher's unique supply chain challenges integration with Unilever's broader offerings.
Rutger Rozendaal, CEO at The Vegetarian Butcher, says, "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."
Unilever stated that it is focusing its portfolio on fewer, larger brands to support long-term growth and scalability, noting that The Vegetarian Butcher's operations require a distinct supply chain.
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