Markross121_ No Comments

Marmite-owner Unilever snaps up snack brand Graze

Marmite-owner Unilever has bought healthy snack brand Graze, which started life a decade ago as a snack box delivery service.

Graze produces nuts, seeds, trail mixes and snack bars, with no artificial ingredients and Unilever said the purchase would accelerate its presence in healthy foods.

The sale price was not given, though sources say it was less than £100m.

The boss of Graze described the deal as ‘transformational’.

Graze products are now available in stores including Sainsbury’s, Boots, WH Smith and Tesco, as well as online and direct to the consumers.

‘Growth journey’

The business was set up in 2008 by seven friends as an internet-based business. In 2009, Anthony Fletcher joined the company

In 2012 Mr Fletcher led a management buyout and became chief executive of the company.

The move, which was backed by US private equity group Carlyle taking a majority stake in the business, saw three of the seven co-founders end their day-to-day involvement in the business but remain as shareholders.

Mr Fletcher said the sale to Unilever “marks a transformational moment in Graze’s growth journey”.

“We look forward to working closely with the team to keep on inventing new healthy snacks, as well as continuing to work to understand the role technology can play in improving the food industry,” he added.

”Makes sense’

Nitin Paranjpe, president of Unilever’s food & refreshment business said: “Accelerating our presence in healthy foods and out of home this is an excellent strategic fit for the Unilever Food & Refreshment business, and a wonderful addition to our stable of purpose driven brands.

Nick Cooper, of global branding agency Landor said: “Unilever has a good track record when it comes to purchasing and then nurturing smaller brands. Its innovation and investment incubators have given it expertise in growing those smaller, more entrepreneurial brands. That’s why this deal makes sense for Graze.

Mr Cooper said in the short term Unilever would “likely leave Graze alone”.

“That’s certainly what it did with Ben & Jerry’s”.

However he added Graze would be able to “tap into” Unilever’s global distribution channels and reach new customers.

 

Read More – www.bbc.co.uk

Markross121_ No Comments

Unilever buys meat-free food company The Vegetarian Butcher

Acquisition of Dutch brand highlights scramble to tap into meat substitutes market

Tofu turkey is on the table for this Christmas, just one ingredient of a surge in the meat alternatives market.

Unilever is buying the meat-substitute company The Vegetarian Butcher as it looks to cash in on the growing number of consumers turning their backs on meat.

Founded by the former cattle farmer Jaap Korteweg, the Dutch brand’s quirky products – which include “nochicken” nuggets and “chickburgers”, apparently with the same “taste and structure” as patties made out of chicken – have earned it a cult following among vegetarians and vegans.

In the UK, its products are sold largely through healthfood shops, and also in Waitrose.

Unilever’s Nitin Paranjpe said it had been attracted to the brand’s “clear mission” and strong position in a booming market for meat alternatives.

The deal comes as manufacturers, supermarkets and restaurants scramble to tap into the burgeoning vegan market, which has expanded as more people drop meat from their diet for health or ethical reasons. The UK has an estimated 22 million “flexitarians” – those who enjoy meat but want to reduce their consumption. Last month a plant-based burger that “bleeds”, from the US brand Beyond Meat, made its debut in Tesco.

Unilever, which owns household brands from Magnum to Marmite, said the acquisition of The Vegetarian Butcher, for an undisclosed sum, fitted its strategy to move into healthier plant-based foods with a lower environmental impact. Unilever already sells 700 vegan and vegetarian products under existing brands such as Knorr, Hellmann’s and Ben & Jerry’s.

“The brand will fit in well within our portfolio of ‘brands with purpose’ which have a positive social impact [and] are better positioned to meet the needs of consumers,” said Paranjpe. Last year Unilever, which also owns PG Tips and Liptons, bought Bristol-based ethical tea brand Pukka Herbs.

Read More – www.theguardian.com