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December 23, 2020updated 09 Apr 2021 6:50am

Unilever takes meat-free patties to new markets in deal extension with Burger King

Unilever has extended an agreement with fast-food chain Burger King for its meat-free burgers to appear on menus in new markets.

By Dean Best

Unilever has extended an agreement with fast-food chain Burger King, which will now incorporate the FMCG giant’s meat-free Vegetarian Butcher burger on its menu in China, Latin America and the Caribbean. 

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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:  
  • 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
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  • Perform company-level analysis to understand business model, size, and geographic focus
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by GlobalData
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Burger King will market the product as the Plant-based Whopper, which will appear in 325 outlets in Beijing, Shanghai, Shenzhen and Hangzhou in China, followed by wider distribution across the country in the second quarter, according to a statement today (23 December) from the Hellmann’s mayonnaise owner. 

Launches in other Latin American and Caribbean markets such as Costa Rica, Colombia, Bahamas, Dominican Republic, Nicaragua, Suriname, Saint Maarten and Saint Kitts have been taking place over the last couple of weeks, Unilever said.

The Vegetarian Butcher burger has also entered new markets in Mexico, the UAE, Saudi Arabia, Oman and Morocco, and also via foodservice outlets in Brazil, Hong Kong, Japan and Singapore.

Unilever entered a European partnership with Burger King last year via the chain's parent Restaurant Brands International when the Rebel Whopper burger was launched incorporating patties made by the FMCG firm.

Last month, the Ben & Jerry's ice-cream maker said it would target EUR1bn (US$1.2bn) in annual sales in Europe from plant-based alternatives in the next five to seven years as the meat-free market continues to grow around the world.

Unilever announced it had acquired The Vegetarian Butcher in the Netherlands late in 2018 for an undisclosed sum. The company was founded by Jaap Korteweg, a real-meat farmer and meat lover until he turned vegetarian and formed the business in 2007. Unilever has worked with the company since 2016, producing a range of sauce-based vegetarian meatballs marketed under the Dutch giant's Unox brand. 

During the course of 2020, the Anglo-Dutch owner of the Colman's mustard brand has successfully unified its legal corporate structure under one roof as a listed entity in London but with other listings in Amsterdam and New York retained. For the first time in its history, it will trade with one market capitalisation, one class of shares and one global pool of liquidity.

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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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