USA | Unilever announced that it has received a binding offer from Zwanenberg Food Group to acquire the Unox and Zwan brands.
Both iconic brands have been part of the Unilever portfolio for almost 100 years, the Dutch Unox brand since 1937 and the Belgium Zwan brand since 1928.
Unilever has been looking to sharpen its food portfolio for long-term growth and scalability, focusing on fewer and bigger brands in categories such as cooking aids, mini meals and condiments.
The meat and soup products of Unox and Zwan have required a distinct supply chain, sourcing model and set of technological and R&D capabilities, making them less scalable within the broader Unilever Foods portfolio.
Unox’s Noodles and Cup-a-Soup products were a good fit for the mini meals category and will remain part of the total Unilever Foods portfolio.
“Unox is a beloved and iconic brand in the Netherlands, and the decision to part with it has not been easy,” said Heiko Schipper, President of Unilever Foods.
“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.”
Schipper added that Zwan was a cherished brand in Belgium, associated with comfort and nostalgia and quick and easy meals, making the brand a beloved part of everyday Belgian life.
He was 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.
“The Unox and Zwan brands are a wonderful addition to our range. We are a broad food company with strong brands,” said Sjoerd van der Laan, CEO of Zwanenberg Food Group.
“After the acquisition of the Unilever factory in Oss in 2018, the acquisition of the Unox and Zwan brands is a great addition that fits in perfectly with our ambitions.”
The deal included the production of soup-in-pouch in the factory in Poznan. The binding offer was subject to closing conditions, regulatory requirements, and consultation processes.
“We expect to complete the deal within 2025. The deal is subject to usual closing conditions, regulatory requirements, and consultation processes. Financial terms of the binding offer are undisclosed.”
