About The Vegetarian Butcher
The Vegetarian Butcher is a pioneering plant-based meat alternatives brand founded in the Netherlands in 2010 by former farmer Jaap Korteweg, who developed meat-free products after becoming vegetarian. With products now sold in 55 countries across retail and foodservice channels, the brand has become a global leader in plant-based proteins. Acquired by Unilever in 2018 and sold to Vivera/JBS in 2025 as part of The Vegetarian Butcher Collective, the brand continues expanding across major European markets including the UK, Germany and the Netherlands. UK consumers can find the range at leading retailers including Sainsbury's and Tesco, while the brand also powers Burger King's Vegan Royale through a high-profile partnership. From plant-based burgers and mince to nuggets and schnitzel, The Vegetarian Butcher delivers the taste and texture of meat without the animal ingredients, appealing to vegetarians, vegans and flexitarians seeking to reduce meat consumption.





