Meat giant JBS acquires plant-based brand Vivera for £294 million

Read Time:   |  21st April 2021

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The world's third-largest meat company, JBS, has acquired plant-based protein brand Vivera in a deal worth £294 million.


Brazillian meat giant JBS has just bought plant-based brand Vivera for approximately £294 million.

The deal comes as the meat giant seeks to acquire a bigger portion of the plant-based industry, which is rising exponentially.

In fact, the global vegan meat market is estimated to be worth a whopping $8.3 billion by 2025. Moreover, experts are proposing this same date as ‘peak meat’ – after which point meat consumption will fall.

JBS has launched a few plant-based products of its own through its Incrivel brand in Brazil, and its Ozo brand in the United States. However, this will be the first major plant-based meat producer that the company has acquired.

Vivera is currently the largest plant-based company in Europe, selling vegan versions of everything from steak to kebab strips to bacon bits.

The acquisition of such a prominent vegan brand by a meat giant can only be a good thing and will help to distribute and normalise plant-based alternatives.

Vegan meats are no longer a specialist food product only found at health food shops, they are the future.

‘Strengthen our global plant-based protein platform’

Gilberto Tomazoni, the global CEO of JBS, said:

“This acquisition is an important step to strengthen our global plant-based protein platform.

“Vivera will give JBS a stronghold in the plant-based sector, with technological knowledge and capacity for innovation”.

‘Accelerate our current growth trajectory’

Willem van Weede, CEO of Vivera, added:

“Joining forces with JBS gives us access to significant resources and capabilities to accelerate our current strong growth trajectory and Vivera brand expansion.

We can’t wait to see what JBS does with Vivera, and we hope it goes global!

Struggling to convince your loved ones to try vegan options?
Here are our Top 30 Meat-Free Meals The Whole Family Will Love.

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