Unilever sells historic brands
(Augustus Bambridge-Sutton)
The multinational is parting ways with brands it’s held for nearly 100 years.
Multinational, Unilever, has announced it plans to sell long-time brands Unox and Zwan to Dutch company, Zwanenberg Food Group. Both brands have been with the company for nearly a century.
Dutch meat, soup and noodle brand, Unox, has been with Unilever since 1937, while Belgian meat brand, Zwan, has been a part of Unilever since 1928.
Unilever says the reason for the sale is to ‘sharpen its foods portfolio’ and focus on bigger brands for long-term growth and scalability. It plans to focus on categories such as cooking aids, condiments and mini meals.
Because the meat and soup products from these brands require a distinct supply chain, sourcing model, R&D and technological capabilities, the company says it’s impractical to keep them.
However, Unox’s noodles and cup-a-soup products will remain part of Unilever’s portfolio. They are, Unilever says, a ‘good fit’ for the mini meals category.
“Unox is a beloved and iconic brand in the Netherlands and the decision to part with it has not been easy. The association with Dutch winter activities, such as the New Year’s Dive in Scheveningen and ice-skating events, along with its distinctive orange hat branding and wide range of award-winning advertising campaigns, has cemented Unox’s place in Dutch culture,” says Heiko Schipper, president of Unilever Foods.
“Zwan is a cherished brand in Belgium, associated with comfort and nostalgia and with quick and easy meals, making the brand a beloved part of everyday Belgium life. I am convinced that under Zwanenberg Food Group’s ownership, Unox and Zwan will be able to quickly adapt to trends and remain relevant in this competitive market.”
Unilever expects to close the deal in 2025.
