Unilever has confirmed it has received a binding offer from Zwanenberg Food Group to acquire its Unox and Zwan food brands. These two long-established names have been part of the Unilever portfolio for nearly a century—Unox, based in the Netherlands, since 1937, and Zwan, a Belgian brand, since 1928.
The move is part of Unilever’s strategy to refine its Foods division for sustained growth, focusing on fewer but larger brands in high-potential categories such as cooking aids, condiments, and mini meals. The Unox and Zwan brands, which include meat and soup products, require distinct supply chains, sourcing methods, and technological capabilities, making them less compatible with Unilever’s broader Foods portfolio. However, Unox’s Noodles and Cup-a-Soup offerings will remain under Unilever’s ownership, aligning with the company’s mini meals strategy.
Heiko Schipper, President of Unilever Foods, emphasized the emotional connection of these brands with local cultures, particularly in the Netherlands and Belgium. “Unox is a beloved and iconic brand in the Netherlands, and parting with it was not an easy decision,” Schipper said. “Unox’s association with Dutch winter activities and its iconic orange hat branding have firmly established it in the country’s cultural fabric. Likewise, Zwan holds a special place in Belgium, providing comforting, quick meals that are deeply embedded in everyday Belgian life.”
Sjoerd van der Laan, CEO of Zwanenberg Food Group, expressed enthusiasm about the acquisition. “The Unox and Zwan brands are a great fit for our portfolio, which already includes strong food brands. Our acquisition of Unilever’s factory in Oss in 2018 makes this deal a seamless addition to our growth strategy,” he said.
As part of the agreement, Zwanenberg will also take over the production of soup-in-pouch products at the Unilever facility in Poznan.
The sale is subject to the usual closing conditions, regulatory approvals, and consultation processes. While the financial terms of the deal have not been disclosed, both companies anticipate finalizing the transaction by 2025.
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