The Vegetarian Butcher and Vivera announce a merger, creating a new giant in the plant-based food sector. Vivera will acquire The Vegetarian Butcher from Unilever, joining forces to accelerate the protein transition and offer tasty, healthy alternatives to meat. The combination of the two companies aims to make meat substitutes more popular and accessible.
The Vegetarian Butcher brings a diverse product portfolio and a strong presence in the foodservice sector, while Vivera excels in retail with a broad range of products. The merger will leverage the complementary technologies of the two companies. The goal is to accelerate the transition to a more plant-based diet, responding to the growing demand for sustainable and healthy options.
Willem van Weede, CEO of Vivera, emphasizes the importance of joining forces to create a purpose-driven company. Rutger Rozendaal, CEO of The Vegetarian Butcher, sees the merger as a significant step towards becoming a leader in the industry. The market for meat alternatives is growing, driven by the search for healthier and more sustainable lifestyles.
The Vegetarian Butcher, founded in 2010, has become a global brand present in 55 countries. Vivera, a pioneer since 1990, is among the top three plant-based food producers in Europe. Both companies aim to inspire a change in eating habits. The merger, subject to customary closing conditions and regulatory approvals, is expected to close in the third quarter of 2025. Financial details of the deal were not disclosed.
