Magazine article Marketing

Unilever Spin-Off Fuels Sale Talk

Magazine article Marketing

Unilever Spin-Off Fuels Sale Talk

Article excerpt

Unilever's plan to shift 14 of its local European brands into a separate business unit is driving speculation that the FMCG company is preparing to sell them off.

Under the plan, called Project Chrysalis, the iconic British brands Marmite, Pot Noodle, Peperami and Bovril will be run from a business unit in Rotterdam.

The activity has led commentators to speculate that Unilever is to divest itself of the brands, some of which also hail from France and Germany. Unilever's policy has traditionally focused on marketing products in their country of origin.

The brands sit uneasily within the One Unilever plan, under which the company has moved from autonomous localised initiatives to the roll-out of innovation and marketing programmes on a global basis.

As a result of this, Unilever has already sold a number of businesses to concentrate on big global brands such as Dove, Knorr and Lynx/Axe.

A Unilever spokesman said that Project Chrysalis was an attempt to provide specialist support for its 'local jewels', and an imminent sell-off was not the reason behind the venture. …

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