Unilever to Sell Plant-Based Meat Brand The Vegetarian Butcher to JBS-Owned Vivera

Unilever has agreed to sell The Vegetarian Butcher to Vivera, a fellow plant-based meat business owned by JBS. This decision is part of Unilever's Growth Action Plan 2030, which involves selling off brands that do not align with its strategic focus. The acquisition is expected to be completed by Q3 of this year.

The Vegetarian Butcher, known for its unique supply chain and technological needs, was purchased by Unilever in 2018 but no longer fits within its portfolio. Vivera, one of Europe's oldest vegan meat producers, sees the acquisition as an opportunity to combine strengths and deliver greater value in the plant-based food industry. This move comes at a time of decline in investment in plant-based foods, leading to several mergers and acquisitions within the industry.