Unilever Sells De Vegetarische Slager
- Rotterdam, 2025-03-20 - Unilever announced on thursday that it will sell its plant-based meat brand, The Vegetarian Butcher, to Vivera, a Netherlands-based producer of plant-based products.
- The sale aligns with Unilever's strategy to divest brands that no longer fit within its core portfolio.
- vivera, already a significant player in the meat alternatives market, sees the acquisition as a strategic move. According to Vivera, the brands together form a "sterke combinatie" (strong...
Unilever to Sell The Vegetarian Butcher Brand to Vivera
Table of Contents
- Unilever to Sell The Vegetarian Butcher Brand to Vivera
- Unilever to Sell The Vegetarian Butcher Brand: Your Top Questions Answered
- What’s Happening with the Vegetarian Butcher?
- Why is Unilever Selling The Vegetarian Butcher?
- Who is Vivera, and Why is it Acquiring The Vegetarian Butcher?
- What Does This Acquisition Mean for the Future of Plant-Based Meat?
- A Timeline of Important Events
- When Will the Acquisition Be Completed?
- Where is The Vegetarian Butcher Available?
Rotterdam, 2025-03-20 – Unilever announced on thursday that it will sell its plant-based meat brand, The Vegetarian Butcher, to Vivera, a Netherlands-based producer of plant-based products.
Strategic Divestment
The sale aligns with Unilever’s strategy to divest brands that no longer fit within its core portfolio. Unilever acquired De Vegetarische Slager in 2018 from its founder,Jaap Korteweg.
Vivera Expands its Plant-Based Portfolio
vivera, already a significant player in the meat alternatives market, sees the acquisition as a strategic move. According to Vivera, the brands together form a “sterke combinatie” (strong combination). The company also stated that the acquisition fits into the ambitions of both companies to offer healthy alternatives to meat.
het versnellen van de eiwittransitie is belangrijker dan ooit en we kijken ernaar uit om gezamenlijk nog meer mensen te inspireren om vaker voor de plantaardige optie te kiezen
Vivera-CEO Willem van Weede
Vivera-CEO Willem van Weede said in a press release, “Het versnellen van de eiwittransitie is belangrijker dan ooit en we kijken ernaar uit om gezamenlijk nog meer mensen te inspireren om vaker voor de plantaardige optie te kiezen,” emphasizing the importance of accelerating the protein transition and inspiring more people to choose plant-based options.
The vegetarian Butcher: A History
De Vegetarische Slager was founded in 2010 by Niko Koffeman and Jaap Korteweg. After Unilever’s acquisition in 2018, the brand experienced significant growth, with its meat substitutes now available in 55 countries.
Return to Dutch Roots
With this acquisition, the Vegetarian Butcher brand returns, more or less, to Dutch ownership. Vivera, while a Dutch company, was acquired by a Brazilian meat processor in 2021.
Financial Details Undisclosed
The financial details of the acquisition remain undisclosed. The deal is expected to close in the third quarter of this year.
Key Takeaways
- Unilever is selling The Vegetarian Butcher to Vivera.
- The sale aligns with Unilever’s portfolio strategy.
- Vivera aims to strengthen its position in the plant-based market.
- The transaction is expected to be completed in Q3 2025.
Unilever to Sell The Vegetarian Butcher Brand: Your Top Questions Answered
What’s Happening with the Vegetarian Butcher?
Unilever is selling its plant-based meat brand, The Vegetarian Butcher, to Vivera, a Netherlands-based producer of plant-based products. The proclamation was made on March 20, 2025.
Why is Unilever Selling The Vegetarian Butcher?
The sale is part of Unilever’s strategic shift to focus on brands within its core portfolio. Unilever acquired The vegetarian butcher in 2018, and this sale indicates a change in the company’s long-term strategy.
Who is Vivera, and Why is it Acquiring The Vegetarian Butcher?
Vivera is a Netherlands-based company that is already a notable player in the meat alternatives market. Vivera views the acquisition as a strategic move to strengthen its position in the plant-based market. Vivera believes the combination of the two brands will create a “sterke combinatie” (strong combination).
What Does This Acquisition Mean for the Future of Plant-Based Meat?
Vivera-CEO Willem van Weede stated that “Het versnellen van de eiwittransitie is belangrijker dan ooit en we kijken ernaar uit om gezamenlijk nog meer mensen te inspireren om vaker voor de plantaardige optie te kiezen,”. this translates to “Accelerating the protein transition is more critically important than ever, and we look forward to jointly inspiring even more people to choose the plant-based option more frequently enough.” This acquisition signifies a continued focus on offering healthy alternatives to meat and expanding the reach of plant-based products.
A Timeline of Important Events
| Date | Event |
| ————- | ————————————————- |
| 2010 | The Vegetarian Butcher was founded |
| 2018 | Unilever acquired The Vegetarian Butcher |
| 2021 | Vivera was acquired by a Brazilian meat processor |
| March 20, 2025| Unilever announced the sale of The Vegetarian Butcher to Vivera |
| Q3 2025 | Expected closing of the acquisition |
When Will the Acquisition Be Completed?
The deal is anticipated to close in the third quarter of 2025.
Where is The Vegetarian Butcher Available?
Following Unilever’s acquisition, The Vegetarian Butcher expanded, and its meat substitutes are currently available in 55 countries.