Unilever bulked up what had previously been a patchy presence in global foods with the acquisition in 2001 of what was then Bestfoods, which added a large collection of products to its portfolio, not least what is still its single biggest culinary brand Knorr. However, Unilever's commitment to the food sector has remained mercurial, especially by comparison with its other interests in home and especially personal care. It remains a world leader in several sectors including savoury products and dressings, in tea (with Lipton and a large collection of regional brands including PG Tips and Brooke Bond) and in global ice cream with its Heartbrand portfolio. However, new culinary acquisitions since Bestfoods have been few and far between and instead the group has steadily divested a huge variety of other products, including the Iglo Birdseye frozen foods business in Europe, Ragu pasta sauces, Peperami and Bifi meat snacks, Bertolli olive oils and Slim-Fast meal replacement products among others. The most transformational disposal was the group's long-established margarine business, originally the core of the company, spun off in 2018 as Upfield. As a result, Knorr and Hellmann's are now essentially Unilever's only remaining global foods brands outside tea and ice cream. They are bolstered by what is still a sizeable patchwork of market-by-market local jewels: Colman's, Pot Noodle and Marmite in the UK; Continental in Australia; Maille and Amora in France; Pfanni in Germany; Calvé and Unox in the Netherlands; Baltimor in Russia; Kissan in India; and Bango in Indonesia. Only a handful of smaller culinary brands have been added - Graze snacks, Vegetarian Butcher meat-free foods, Sir Kensington's sauces - though the Refreshment portfolio was significantly expanded with the mammoth acquisition of Horlicks in India and Asia. In 2018, what were previously two separate divisions of Foods and Refreshment were united under divisional president Hanneke Faber. Combined sales (excluding a contribution from spreads, divested mid-year) were €19.3bn. However, in 2020 the group announced a strategic review of its €3bn tea business, which could follow in the footsteps of margarine towards divestment.
Capsule checked 9th July 2019
Which agencies handle advertising for Unilever? Find out more from the Adbrands Account Assignments database
Who are the competitors of Unilever? See Food Sector for other companies
Account assignments & selected contact information
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also
Historical profile information for Unilever Foods
Adbrands Daily Update 22nd Oct 2019: "Times Are Changing". Unox is Unilever's iconic Dutch culinary brand, a household staple in the Netherlands famous for its traditional smoked sausage, soups and other foods. It truly signifies something when a brand like this introduces a range of meat-free meat products. Times are changing, indeed. TBWA Neboko launches the product with a charming animation which dares to show that even a butcher's family can't tell the difference between the real thing and the vegetarian version. It's a sweet tale, beautifully animated by prodco Ambassadors.
Adbrands Daily Update 6th Feb 2019: Unilever announced another niche purchase within its foods division. The group confirmed a deal for UK-based healthy snacks manufacturer Graze. The business originally launched in 2008 as a subscription service delivering personalised seed and oat snack boxes to customers' homes. It still offers that service but has branched out into packaged snack bars and bags sold through major grocery channels. Parent company ND1T reported revenues of £72m for the year ending Feb 2018. No terms were disclosed but media reports suggested a price tag of £150m-£200m.
Adbrands Daily Update 20th Dec 2018: Acquisitions by Unilever's foods division are few and far between these days, and usually involve niche or specialist market segments. The latest is no exception: Dutch company The Vegetarian Butcher (or De Vegetarische Slager at home) specialises in meat-free foods like "vegan nochicken nuggets" or "vegan smokey hotdog". It already produces vegetarian meatballs for Unilever, marketed in the Netherlands under the Unox range. No price was disclosed.
Adbrands Weekly Update 5th Oct 2017: In another rare addition to its food portfolio, Unilever agreed to acquire Brazilian organic cereals and snacks brand Mae Terra for an undisclosed sum.
Adbrands Weekly Update 27th Apr 2017: Unilever made a comparatively rare addition to its food portfolio - it has mostly been shrinking that division in recent years - with the acquisition of Sir Kensington's, a US company making upscale ketchup, mustard and mayonnaise, including vegan mayo. (That name! Ugh! It will need to be changed if they want to market the range in the UK).
All rights reserved © Mind Advertising Ltd 1998-2020