Unilever is exploring the sale of several iconic British food brands, including Marmite, Colman’s, and Bovril, as part of a broader strategy to focus on higher-margin beauty and wellbeing products. According to sources familiar with the discussions, the move is aimed at streamlining the company’s portfolio and accelerating its turnaround under new CEO Fernando Fernandez, who took charge in February. Pot Noodle, another historic British brand, is expected to remain with Unilever.
The potential divestment would mark one of Unilever’s most significant sales under Fernandez’s leadership. The package, which includes Marmite’s century-old yeast-based spread, Colman’s mustard, and Bovril beef extract, generates estimated revenues of around £200 million ($261 million). The brands have been part of Unilever’s portfolio for more than two decades, with production consolidated at Burton-upon-Trent, Staffordshire, after Colman’s manufacturing moved from Norwich in 2020.
This shift aligns with industry trends, as global consumer goods giants such as Nestle and Kraft Heinz have been actively reviewing non-core assets. Nestle, for instance, is selling its water business and evaluating underperforming vitamin brands, while Kraft Heinz has been restructuring its food portfolio.
Unilever’s focus is increasingly on marketing its top-performing “power brands,” including Dove, Axe, and Hellmann’s, where margins and growth potential are higher. The company has already divested The Vegetarian Butcher to Netherlands-based Vivera and personal care brand Kate Somerville to Rare Beauty Brands earlier this year. Analysts say the sale of Marmite, Colman’s, and Bovril would be consistent with Unilever’s ongoing effort to prioritize premium, high-growth segments over traditional mass-market food products.
The potential deal comes as global food brands navigate inflationary pressures, supply chain challenges, and evolving consumer preferences. With an estimated $1 billion to $1.5 billion worth of European non-core food brands under review, Unilever’s strategy underscores its pivot toward sectors with higher profitability and growth prospects, while maintaining its focus on global brand recognition and premiumization.
