Unilever sells the vegetarian butcher

Unilever sells the brand De Vegetarian Butcher to Vivera. That company has been active in the meat substitute industry since 1990. Last year Unilever announced that it wanted to sell the brand and it has now accepted an offer.

According to Vivera, the brands together form a “strong combination”. Moreover, the acquisition in the ambitions of both companies fits to offer healthy alternatives to meat, says the company.

“Accelerating the protein transition is more important than ever and we look forward to inspiring more people together to opt for the vegetable option more often,” says Vivera CEO Willem van Weede in a press release.

The vegetarian butcher was founded in 2010. Eight years later the brand came into the hands of Unilever. From that time the brand has grown strongly. For example, the meat substitutes are now available in 55 countries.

Nothing was announced about the financial details of the acquisition. It will be completed in the third quarter of this year.