Unilever, a leading multinational corporation, has revealed its intention to divest long-established brands Unox and Zwan to the Dutch company Zwanenberg Food Group. Both brands have been integral to Unilever for nearly a century, providing valuable contributions to the food and beverage industry.
Unox, a prominent Dutch brand known for its meat, soup, and noodles, has been associated with Unilever since 1937. Similarly, the Belgian meat brand Zwan has been under the Unilever umbrella since 1928, representing strong consumer connections in their respective markets.
Unilever states that the divestiture aligns with its strategy to ‘sharpen its foods portfolio’ and concentrate on larger brands that foster long-term growth and scalability. The focus will shift towards categories such as cooking aids, condiments, and mini meals, reflecting current food manufacturing trends.
Since the meat and soup products manufactured by these brands require distinct supply chains, specialized sourcing models, and technological capabilities, Unilever deems it impractical to retain them as part of its core operations. This decision also aligns with evolving food distribution trends and food processing technology.
However, Unilever will retain Unox’s noodles and cup-a-soup products, as they fit well within the mini meals category. This strategic decision highlights the significance of food and drink marketing, emphasizing diverse consumer preferences.
“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 anticipates closing the deal in 2025, a move that reflects broader food and drink sustainability and innovation efforts within the industry.
