Unilever has struck an agreement with American Jack Link’s about its meat snacks business, which means its well-known sausage brand, Bifi, will no longer belong to its portfolio.
Deal finished by end of March
Unilever had made it clear a while back that it wished to limit its number of brands and this sale, which should be tied up by the end of March, is the prime example of that intention. The Bifi brand is used in the Benelux, Germany, Austria and Switzerland, while Peperami is its Irish and British name. Jack Link’s on the other hand, located in Wisconsin in the United States, is mostly known from its ‘beef jerky’, another meat snack.
Jack Link’s is not only buying the brand, but will also become the proprietor of the German manufacturing unit in Ansbach, adding 450 people to its payroll. The company will pay an undisclosed fee for the purchase of the Bifi brand, which has a yearly turnover of some 80 million euro.
“As we continue to sharpen our portfolio to deliver sustainable growth for Unilever, we believe that the potential of these two brands can now be more fully realised with Jack Link’s”, Jan Zijderveld, Unilever Europe President, has said in a press release about the sale.