Unilever has accepted a binding offer from plant-based food firm Vivera to acquire The Vegetarian Butcher brand for an undisclosed sum.

Unilever first bought The Vegetarian Butcher in 2018 from founder Jaap Korteweg and has since delivered consistent growth and expanded to have a presence in more than 55 markets worldwide.

However, the FMCG giant is looking to sharpen its portfolio for long-term growth and scalability, by focusing on fewer, bigger brands.

It said that the plant-based chilled and frozen products of The Vegetarian Butcher require a distinct supply chain and sourcing model, making them less scalable than its broader portfolio.

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The consumer goods giant also said that the brand’s technological and R&D capabilities, which drive its innovations, differ significantly from the requirements of the wider Unilever portfolio, with a sale of the brand being “the best option for both Unilever and The Vegetarian Butcher”.

Unilever Foods president Heiko Schipper said: “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.

“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.”

Vivera chief executive Willem van Weede added: “The impressive and relentless dedication of the people of The Vegetarian Butcher have brought the vision of Jaap Korteweg to life on 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 accelerate this important transition, leveraging the complementary competencies of our both companies.’

Completion of the acquisition is expected by the third quarter of 2025.