Unilever Buys Brazilian Health Brand
Unilever has acquired Brazilian natural and organic food business Mae Terra.
Launched in 1979, Mae Terra markets organic food products to health-conscious consumers through a portfolio that includes cereal, cookies, snacks and culinary items. The company’s vision is to "democratize natural and organic food by taking care of people and planet," according to the company. Mae Terra's main categories operate in a Brazilian market worth roughly $9.4 billion, according to Euromonitor.
Growing at more than 30% annually, Mae Terra has a strong brand equity and a clear purpose of making nutritious food accessible to all, according to the company. This goal fits clearly with Unilever’s own nutrition strategy and commitment to sustainable growth.
Globally, the healthy foods trend is gaining relevance. Brazil is the fifth largest market in the world for healthy food and beverages, with 79% of consumers regarding health and nutrition as priorities.
“We are excited about this acquisition. Mae Terra has a great following in Brazil and strengthens our food portfolio, allowing us to accelerate our expansion in the high-growth naturals and organic segment," said Fernando Fernandez, president of Unilever Brazil. "With Unilever’s expertise and distribution channels, we can both grow and scale Mae Terra.”
Terms of the deal were not disclosed.