Italian poultry giant Amadori has acquired Unconventional Srl, the plant-based foods subsidiary of dairy cooperative Granarolo. The deal, completed on May 8, gives Amadori full ownership of the Unconventional 100% Vegetale brand and a production facility in Coriano. With this acquisition, Amadori aims to become one of the top three branded players in the plant-based processed foods sector, expanding its product offering to meet evolving consumer needs.

All staff at the Coriano plant will transfer to Amadori, which plans to utilize its national logistics and distribution infrastructure to grow the Unconventional label. Meanwhile, Granarolo has refocused on the milk and dairy products market, selling its plant-based venture to streamline its business model. This move follows a recent leadership change at the cooperative, signaling a strategic shift towards their core dairy business.

The Cesena-based Amadori, known for its presence in the Italian poultry market, is expanding beyond poultry with acquisitions like Unconventional and a stake in ready-to-eat specialist Forno d’Oro. The financial terms of the deal have not been disclosed, but the acquisition is seen as a significant step in Amadori's growth strategy, allowing them to tap into the growing demand for plant-based foods in Italy.