Unilever is decentralising the management of some of its local European brands in order to drive top and bottom line growth.
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A number of European brands, including Pot Noodle, Marmite, Bovril and Peperami, are currently being managed by a small, decentralised team based in Rotterdam, The Netherlands.
“We have changed the way we manage our product portfolio in order to optimise value,” a spokesperson for the company told just-food. “This is an example of one of our portfolio management moves.”
Contrary to a report that appeared in The Times today (30 April), the food giant told just-food that it is not spinning off the brands into a separate company.
The move, dubbed “Project Chrysalis” when it was envisaged last year, has already been operating for some months.
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By GlobalData“Over the past five years or so we have increased our focus on our top global brands to maximise value. Local jewels therefore received less attention, which is why we are looking at new ways to manage smaller local brands,” Unilever commented.
“We are looking at a small number of brands that we will manage in different ways to maximise top and bottom line growth,” the group concluded.
