Unilever hit buying Sir Kensington''s after rejecting Kraft

Unilever, which rejected a takeover proposal of $143 billion of Heinz Kraft earlier in the year, bet on seasonings to give new life to your business. The household products giant, whose portfolio includes the Mayo Hellmann''s and ice cream Ben & Jerry''s, closed the purchase of Sir Kensington''s, a young food company that produces natural ketchup and without genetically modified organisms and mayonnaise without egg. The amount paid was about $140 million, according to a person with knowledge of the transaction.
The European company has acquired other brands young in the past to renew your image and get into faster growth markets. Last year, the conglomerate acquired the Seventh Generation, a manufacturer of natural cleaning products and environmentally conscious with headquarters in Vermont, USA.
The agreement was announced about two months after Unilever acquired Dollar Shave Club, a supply of personal hygiene items for signature that is popular among the members of generation Y.
With the latest deal, Unilever expects to reinforce your reputation in terms of sustainable products. Vegan mayonnaise of Sir Kensington''s is made of aquafaba, an ingredient that makes success among consumers who are opting for eco-friendly foods. "Their mission of bringing '' integrity and charm the common foods and ignored '' is in line with Unilever''s Sustainability Plan," said Kees Kruythoff, President of the American Division of the company.
The Mayo without eggs still corresponds to a small segment of the market of the U.S., mayonnaise $1.4 billion, but is expanding rapidly. Last year, sales are up 20% to $20,600,000, according to Nielsen.
The Sir Kensington''s, which was founded in 2010, sells its products in establishments in the Whole Foods Market and other retail chains. For Unilever, the acquisition means owning a competitor of Hampton Creek, Mayo without eggs that Unilever sued by labeling your product Just Mayo. The transaction should be completed in the next few weeks and the co-founders of Sir Kensington, Mark Ramadan and Scott Norton, will remain at the company.