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May 27, 2021

Unilever eyes plant-based product development with Enough partnership

Unilever aims to develop plant-based protein products through a new food-tech partnership.

Formerly known as 3F Bio, Enough, based in Glasgow, Scotland, produces the Abunda myco-protein using a zero-waste fermentation process where natural fungi are fed with renewable feedstock, such as wheat and corn. Abunda is described as a “complete food ingredient containing all essential amino acids, as well as being high in dietary fibre”.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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The Ben & Jerry’s and Marmite brands owner said the myco-protein is a natural fit for its meat-alternative brand The Vegetarian Butcher, which is now sold in 45 countries across four continents and is used by fast-food chain Burger King for products such as the Plant-Based Whopper.

Carla Hilhorst, EVP of R&D for foods & refreshment at Unilever, said: “Plant-based foods are one of Unilever’s fastest-growing segments and we’re delighted to partner with Enough to develop more sustainable protein products that are delicious, nutritious and a force for good.

“We’re excited by the potential that this technology has for future innovations across our portfolio and we can’t wait to launch more plant-based foods that help people cut down on meat, without compromising on taste.”

Unilever added the partnership with Enough will “contribute towards its annual global sales target of EUR1bn (US$1.22bn) from plant-based meat and dairy alternatives by 2025-2027.

Andrew Beasley, commercial director of Enough, said: “Producing vast quantities of healthy and sustainable protein is one of the most urgent global priorities. There’s a rapid transition in the food industry and we are excited with this collaboration with Unilever and The Vegetarian Butcher, which truly supports our aim to create impact and scale.”

In November, 3F Bio – as it was then – signed a similar partnership deal with UK retailer Marks & Spencer, which sells plant-based products under its Plant Kitchen brand.

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img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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