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January 6, 2021

Unilever sells remaining Bertolli trademarks to Dutch group Enrico-Glasbest

The FMCG giant had already offloaded Bertolli assets in separate transactions in over the last 13 years and has announced a new deal for the rest of the business.

By Dean Best

Unilever has sold the rest of its Bertolli business to Dutch food group Enrico-Glasbest, which will become the new owner of assets including the rights to pasta sauce and pesto products in Europe.

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The deal, struck for an undisclosed sum, also takes in the worldwide rights to mayonnaise products sold under the Bertolli brand.

In 2008, Unilever sold its Bertolli olive-oil business to Spain’s Deoleo. Six years later, Japan’s Mizkan Group bought the US rights to the Bertolli brand. In 2017, Netherlands-based Upfield acquired Unilever’s Bertolli margarine business as part of its acquisition of the FMCG giant’s spreads arm.

A Unilever spokesperson said: “As other parts of the Bertolli licence were previously divested by Unilever, it was a natural next step for Unilever to sell the remaining part of the Bertolli brand. Enrico-Glasbest’s portfolio of Mediterranean delicacies provides stronger synergies and potential to expand the footprint of the brand.

“Unilever will continue working with Bertolli retail customers and suppliers on a business-as-usual basis under a six-month transitional services agreement. During that period, Unilever will provide further details to retail customers and suppliers and introduce the new owner but, for the TSA period, it is business as usual between Unilever and Bertolli customers and suppliers.”

Enrico-Glasbest is a producer and distributor of Mediterranean ambient food, offering branded and private-label products including olives, pesto, sauces and mayonnaise. The company was acquired by Dutch venture-capital firm Victus Participations from local private-equity firm Karmijn Kapitaal in 2019.

Robin Heetkamp, the managing director of Enrico-Glasbest, said: "As a brand, Bertolli fits in seamlessly with the strategy and ambitions of Enrico-Glasbest: the company has shown significant growth in recent years and is ready for this step forward. Entrepreneurship is present at all levels in the organisation and the infrastructure is ready to scale up further."

The deal takes Enrico-Glasbest's turnover to around EUR50m (US$61.5m), the Dutch group said.

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Free Report
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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