Prompted by the rising vegetarian trends, food giant Unilever recently announced the acquisition of The Meat Vegetarian brand.
Founded by Jaap Korteweg in 2007, a farmer who became a vegetarian, The Meat Vegetarian currently sells products in over 4,000 outlets in 17 countries. Joining forces with Unilever represents the next step for the Dutch company towards achieving its plans for expansion and growth.
“We want to take the next step – conquer the world. It is our mission to make plant-based “meat” the standard. We believe that with Unilever’s international network, this acquisition will help to accelerate our mission,” explained Korteweg.
As for Unilever, the group is seeking to extend its portfolio of vegetarian products, in the context of rising demand for such food items in recent years. The two companies have already collaborated back in 2016 when they joined forces to launch the Vegetarian Meatballs in Satay Sauce and Vegetarian Meatballs in Tomato Sauce. Both products were released on the market under the Unox brand.
The acquisition was made for an undisclosed consideration. The Meat Vegetarian’s ninety employees will continue working for the brand under Unilever patronage.
“The Vegetarian Butcher is a brand with a clear mission, many loyal ambassadors, a good following on social media and a strong position in the market. The brand will fit well within our portfolio of “brands with a purpose”, which have a positive social impact, are better positioned to meet the needs of consumers and are growing faster”, said Nitin Paranjpe, president of Foods & Refreshments at Unilever.