Unilever, one of the world’s largest food companies, played a significant role in the meat products industry for decades. Brands like Unox and BiFi were long inseparable from the company’s identity, becoming household names in the Netherlands and beyond. However, in recent years, Unilever has made drastic decisions to reposition itself in the global market, resulting in the sale of these iconic brands.

The Origin of Unox

Unox was founded in 1937 and grew into a symbol of traditional Dutch meat products. Its smoked sausages, canned soups, and frankfurters became staples on family dinner tables. The brand focused on quality and simplicity, resonating with generations of consumers. Over the years, Unox steadily expanded its product line to include seasonal offerings, such as pea soup and winter meals. It became one of the most recognizable brands in the Netherlands.

BiFi: A European Success Story

Unilever strengthened its position in the European meat snacks market by acquiring BiFi in the 1970s. This German brand was already popular for its convenient snack sausages, which appealed particularly to travelers and young people. BiFi represented ease and portability, and Unilever successfully expanded the brand across multiple European markets. Clever marketing campaigns, such as the iconic slogan “BiFi: immer dabei” (“BiFi: always there”), made the brand synonymous with on-the-go meat snacks.

A Strategic Shift in Focus

Around the turn of the 21st century, Unilever began reevaluating its strategic priorities. Under pressure from shareholders and changing consumer trends, the company decided to focus more on health, sustainability, and beauty and personal care products such as Dove and Axe. Brands like Unox and BiFi, though profitable, no longer aligned with this vision.

In 2014, Unilever sold the BiFi brand to the U.S.-based company Jack Link’s, a specialist in meat and snack products. This marked a significant step in Unilever’s gradual exit from the meat products industry. For many consumers, it felt like the end of an era, given the strong association between BiFi and Unilever.

The Sale of Unox and Other Brands

In the following years, Unilever continued narrowing its portfolio. It sold its margarine division (including Becel), its tea division (with Lipton and PG Tips), and several smaller brands. This trend culminated in December 2024, when Unilever announced the sale of Unox to Zwanenberg Food Group.

Zwanenberg, a family-owned company with a rich history in meat products, will now oversee the production and distribution of Unox. The company already manages former Unilever brands such as Lupack and Zwan. For Unox, this acquisition could signify a return to its roots: traditional meat products with a focus on quality and craftsmanship.

A Future Without Meat Products

With the sale of Unox, Unilever has officially closed a chapter in its history. The company is now fully focused on brands that align with global trends such as sustainability, health, and personal care. The departure of iconic meat brands like BiFi and Unox underscores Unilever’s strategic shift.

While Unilever’s focus is now on core brands like Knorr, Hellmann’s, and Dove, the legacy of its meat products lives on with new owners like Jack Link’s and Zwanenberg. It is a testament to the versatility and adaptability of a company that is always evolving.