Earlier this year, plant-based meat company Vivera acquired The Vegetarian Butcher from Unilever, which had owned the brand since 2018.
Now, Vivera and The Vegetarian Butcher — both of which are headquartered in the Netherlands — have joined forces to create a new company called The Vegetarian Butcher Collective. The organisation will represent both plant-based brands, though each will reportedly retain its own identity.
“A new leader in European plant-based food is born: The Vegetarian Butcher Collective,” said Willem van Weede, CEO of Vivera, on LinkedIn. “For me, this is an incredibly exciting moment, an opportunity to combine our strengths and continue creating delicious plant-based food to enable people to eat open-minded.”
“More than the sum of our parts”
Under Unilever’s ownership, The Vegetarian Butcher saw significant growth, expanding into 55 markets globally. However, the multinational ultimately decided to sell the brand as part of efforts to slim down its portfolio and focus on its core “power brands”.
Following the acquisition earlier this year, it was noted that Vivera’s extensive experience in retail channels and The Vegetarian Butcher’s established presence in foodservice and QSR would enable the combined entity to serve a broader customer base.
“We believe the transition to plant-based eating is not just beneficial — it’s essential,” said The Vegetarian Butcher Collective on LinkedIn. “So, you can expect us to continue leading the food revolution, with even more agility, courage, and passion. Because together, we are more than the sum of our parts. We are a movement powered by people, united by purpose.”
