Unilever has received a binding offer from Vivera to acquire The Vegetarian Butcher, signaling a strategic pivot towards a more focused portfolio in the plant-based food sector.

Target Information

Unilever has announced a binding offer from Vivera to acquire The Vegetarian Butcher, a prominent brand specializing in plant-based food products. Unilever acquired The Vegetarian Butcher from its founder, Jaap Korteweg, in 2018. Since that time, the brand has achieved remarkable growth, averaging double-digit increases, and has expanded its market presence to over 55 countries globally, encompassing both retail and foodservice sectors.

Industry Overview

The plant-based food industry has experienced exponential growth in recent years, driven by rising consumer demand for healthier and environmentally sustainable food options. In many countries, including the Netherlands where both Unilever and Vivera are based, the trend towards plant-based diets continues to gain traction. Consumers are increasingly aware of the environmental impacts of meat production, leading to a significant shift towards alternatives.

The Dutch market is particularly dynamic, with numerous startups and established brands vying for a share of the growing sector. This competitive landscape pushes companies to innovate contin