Dutch-based Vivera to acquire plant-based meat brand The Vegetarian Butcher from Unilever

London-based Unilever, a consumer packaged goods company, announced that it has received a binding offer from Dutch-based Vivera to acquire plant-based meat brand The Vegetarian Butcher.

Rutger Rozendaal, CEO at The Vegetarian Butcher, says, “We are very excited for The Vegetarian Butcher to be joining forces with Vivera, as it will bring the opportunity to combine our strengths and deliver even greater value to our partners and our consumers.”

The binding offer is expected to be completed by the third quarter of 2025. Financial terms of the offer have not been disclosed.

The Vegetarian Butcher story!

The Vegetarian Butcher was founded by Jaap Korteweg, a farmer who decided to stop raising livestock and start growing crops. In 1998, during an outbreak of swine fever and mad cow disease in the Netherlands, Korteweg was asked to store animal carcasses in his vegetable cold rooms. He refused and began to question the way animals were used for food.

Jaap wanted to keep eating meat but no longer wanted to rely on animals for it. This decision led to the creation of plant-based meat that keeps the same experience, without involving animals.

The Vegetarian Butcher launched in 2010. The company invites meat-eaters everywhere to join a shift in food culture—one where meat can be made from plants, and nothing is taken away.

Unilever acquired The Vegetarian Butcher in 2018 from founder Jaap Korteweg. 

Since the acquisition, the Dutch company reported double-digit growth on average and expanded its operations to over 55 markets worldwide, serving both retail and food service sectors.

Unilever stated that it is focusing its portfolio on fewer, larger brands to support long-term growth and scalability. The firm also noted that The Vegetarian Butcher’s chilled and frozen products require a distinct supply chain and sourcing model, which limits integration with the broader Unilever Foods portfolio. 

Differences in technological and R&D capabilities were also cited. The company said these factors make a sale the best option for both parties.

Heiko Schipper, President of Unilever Foods, says, “Since the acquisition, The Vegetarian Butcher has delivered significant growth and launched many extraordinary products.”

“The creative, impactful communication campaigns have fostered genuine love for the brand among consumers. These efforts have not only driven the success of the brand but also reinforced the Unilever commitment to plant-based foods and breakthrough innovation.”

“I believe that The Vegetarian Butcher is poised for even greater success in the next phase of its journey under new ownership that is dedicated to plant-based meat replacements. This focused expertise will support the brand in its ambitious goal to become the Biggest Butcher of the World.”

Brief about Vivera

Vivera has been producing vegetarian and plant-based products since 1990. The company began as part of ENKCO, a Dutch meat company, which used its experience in meat production to develop a vegetarian product line. This approach led to a range of products including burgers, minced meat, and chicken-style pieces.

In 2017, Vivera sold its meat division and began focusing only on plant-based products. This shift aligned with the growing demand for plant-based food. In 2021, Vivera was acquired by JBS, a global food company. 

Under JBS, Vivera continues to operate independently while making use of an international network.

The company’s main office and factory are in Holten (Netherlands), with another production site in Vriezenveen (Netherlands). It employs around 500 people and distributes its products to over 27,000 supermarkets in 25 European countries.

Speaking on the latest development, Willem van Weede, CEO Vivera, says, “The impressive and relentless dedication of the people of The Vegetarian Butcher have brought the vision of Jaap Korteweg to life on an unprecedented scale and ‘sacrificing nothing’.”

“Vivera is proud to unite with such like-minded believers in and experts of plant-based products, with the same big ambition towards a better and much more plant-based food chain. We are looking forward to together accelerating this important transition, leveraging the complementary competencies of our both companies.”