Unilever announced on March 20, 2025, that it will sell its plant-based meat brand, The Vegetarian Butcher, to Netherlands-based Vivera. This divestiture is part of Unilever's ongoing strategy to focus its portfolio.
The sale aligns with the company's objective of prioritizing fewer, bigger brands to spur growth. This move allows Unilever to exit a segment that has faced challenges, as indicated by industry experts.
This transaction is another step in Unilever's strategic reshaping, following previous announcements of divesting non-core food assets. It demonstrates a commitment to streamlining operations and concentrating on core strengths.
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