Unilever sells The Vegetarian Butcher to Vivera

Dutch meat substitute producer Vivera is taking over its competitor De Vegetarische Slager (The Vegetarian Butcher) from Unilever, hoping that both companies will form a strong combination.

Retail and food service

Last November, Unilever announced it wanted to offload The Vegetarian Butcher, aiming to focus even more on its strongest brands. Meat substitutes have lost Unilever’s attention, as they are facing increasing competition and declining consumer interest.

New owner Vivera says it will form a powerful combination with The Vegetarian Butcher, which has an extensive product portfolio in the retail channel and is also big in food service and at quick service restaurants. On the other hand, Vivera has a strong market position in the retail channel, with a wide range of products under the Vivera brand and various private labels.

Vivera started producing meat substitutes in 1990 and was acquired by Brazilian meat processor JBS in 2021. Today, the products are available in more than 32,000 supermarkets in 25 European countries. The Vegetarian Butcher was founded in 2010 and grew into a global brand available in 55 countries after its acquisition by Unilever in 2018.