Unilever Foods : advertising & marketing assignments

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Selected Unilever Foods advertising

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 €18.8bn. For the future, its seems, the focus of that business is firmly on beverage products and ice cream, rather than traditional foods.

Capsule checked 9th July 2019

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Historical profile information for Unilever Foods

Recent stories from Adbrands Update:

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).

Adbrands Weekly Update 23rd Mar 2017: The UK's Sunday Times newspaper reported that Unilever is "lining up" the sale of its margarine portfolio for up to £6bn. No firm evidence was offered for the story, but it follows a wide-ranging review of Unilever's business following the shock takeover approach by Kraft Heinz earlier this month. The margarine business has for several years been one of the weakest remaining parts of Unilever's foods portfolio. Other poorly performing brands have already been sold, and in 2015 Unilever carved out the "Baking Cooking & Spreading" unit as a standalone entity to encourage better performance. This has not been forthcoming. Kraft Heinz could be among the possible bidders for that business, though a private equity buyer is more likely.


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