Netherlands-based Vivera is Set to Buy Plant-based Meat Brand The Vegetarian Butcher from Unilever

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 deal is expected to be completed by the third quarter of 2025, but the financial details haven't been shared.

The Vegetarian Butcher was started by Jaap Korteweg, a Dutch farmer who gave up livestock farming after a swine fever and mad cow disease outbreak in 1998. He refused to store animal carcasses and began questioning the use of animals for food.

Jaap still wanted to enjoy meat but without involving animals. This led him to create plant-based meat that tastes like real meat.

The Vegetarian Butcher launched in 2010, encouraging meat-lovers to try plant-based options without feeling like they're missing out. Unilever bought the brand in 2018.

Since then, the company has grown quickly, expanding to over 55 countries and selling in both stores and restaurants.

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Unilever says it now wants to focus on fewer, bigger brands for long-term growth. It also mentioned that The Vegetarian Butcher’s products need a separate supply chain, making it harder to fit into the rest of Unilever’s food business.

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.”

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.”

About Vivera

Vivera has been making vegetarian and plant-based foods since 1990. It started as part of ENKCO, a Dutch meat company, which used its meat-making experience to create vegetarian products like burgers, mince, and chicken-style pieces.

In 2017, Vivera sold its meat business to focus only on plant-based foods, matching the rising demand for such products. In 2021, the company was bought by global food giant JBS.