Food Business News - September 15, 2020 - 12

Upfield US CEO sees plant-based
demand accelerating

Upfield acquired
the maker of Violife
plant-based cheese
alternatives in
January.

UPFIELD US

UPFIELD US

HACKENSACK, NJ. - Tim Brown, president
and chief executive officer of Upfield US,
Inc., the global company's US-based business unit, sees it as a startup with scale.
The maker of such well-known spreads
brands as Country Crock, I Can't Believe
It's Not Butter, Imperial and more is
capitalizing on consumer interest in
plant-based products with clean label
attributes to identify and execute against
opportunities with consumers.
Upfield Group BV, Amsterdam, The
Netherlands, was born out of the sale of
Unilever's spreads business in 2018 to the
investment firm KKR in a deal valued at
approximately $8 billion. Globally, the
company had sales of €2.8 billion ($2.4
billion) in 2019.
Upfield markets itself as the No. 1
plant-based spreads company globally.
Other brands owned by the company
include Flora, Rama, Blue Band, Proactiv
and Becel.
Mr. Brown joined the company
in 2019 after stints as president and
chief operating officer of Chobani, LLC,
Norwich, NY, and as CEO of Nestle's
North American water business. In an
interview with Food Business News, he
called the current market a transformative time for the plant-based trend and
sees Upfield one day extending its reach
beyond plant-based spreads and cheese.
Today, the focus is on contemporizing
the business.
"Initially the company started with
the legacy of the way Unilever managed
the category," Mr. Brown said. "It was

12

Food Business News

modest. It was dated to a large degree. It
was defined by margarine. It wasn't very
ambitious; it was quite conservative.
"Right from the start with the KKR
management team ambition came to the
forefront. They increased the focus on
creativity and flexibility to do things that
hadn't been done before or hadn't been
done in a while."
Moves made by Upfield underscore
management's commitment to the
plant-based trend. In 2019, the company

in sticks and tubs in formulations featuring different oils. Both tubs and sticks
are available in almond oil and olive oil
varieties, and there also is an avocado oil
stick variety as well.
"It's in the realm of things like
Beyond Meat or Impossible Foods," Mr.
Brown said. "This isn't an alternative per
se. We're saying this is butter in the same
way Beyond says this is hamburger, but
it comes from plants and not from an
animal.
"We're building on the idea that
we can use science to innovate to meet
emerging desires of the flexitarians. All
of these brands are gaining momentum.
They're not being consumed by just
vegans or vegetarians. It is by the broad
public."
Mr. Brown sees consumer interest in
plant-based foods enduring and one day
being viewed equally with animal-based
counterparts.
"As the plant-based food movement
continues to grow, I envision future
consumers not asking 'what dairy cheese
should I buy' and 'what vegan cheese
should I buy,' but instead just asking 'what
cheese should I buy,'" he said. "And, in

'We're building on the idea that we can use science to innovate to meet emerging desires of the flexitarians. All of these
brands are gaining momentum. They're not being consumed
by just vegans or vegetarians. It is by the broad public.'
- Tim Brown,
Upfield US, Inc.

introduced Country Crock Plant Butter
and in August of this year announced the
launch of Flora Plant Butter in the United
States.
The Flora product is vegan and dairyfree and may be used 1:1 in baking and
cooking as a replacement for conventional
butter, according to the company. It is
formulated with palm, sunflower and
canola oils and is being marketed as a
premium brand. Like traditional butter, it
is available in salted and unsalted varieties
and comes in an 8.8-oz brick format.
The Country Crock variety is available

retailers, I envision a future of when plantbased foods aren't separated from meat,
dairy, cheese, etc., but are merchandised
together to show consumers the wide
variety of options that are readily available
to them."
Mr. Brown said management's vision
of looking outside the "base category of
yellow fats to cheese" led to the January
acquisition of Arivia SA, Thessaloniki,
Greece, maker of the Violife brand of
plant-based cheese.
"It's disruptive," he said of Violife. "It
has an identity in dairy alternatives much
September 15, 2020



Food Business News - September 15, 2020

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Food Business News - September 15, 2020 - 1
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http://digital.foodbusinessnews.net/sosland/fbn/2011_01_18
http://digital.foodbusinessnews.net/sosland/fbn/2011_01_04
http://digital.foodbusinessnews.net/sosland/fbn/2010_12_21
http://digital.foodbusinessnews.net/sosland/fbn/2010_12_07
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_23
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_09
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_26
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_12
http://digital.foodbusinessnews.net/sosland/fbn/2010_09_28
http://digital.foodbusinessnews.net/sosland/fbn/2010_09_14
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_31
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_17
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_03
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_20
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_06
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_22
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_08
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_25
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_11
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_27
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_13
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_30
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_19
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_05
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_22
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_08
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_24
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_10
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_27
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_13
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_29
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_15
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_18
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_04
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_21
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_07
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_23
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_09
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_26
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_12
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_28
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_14
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_31
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_20
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_06
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_23
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_09
http://digital.foodbusinessnews.net/sosland/fbn/2008_11_25
http://digital.foodbusinessnews.net/sosland/fbn/2008_11_11
http://digital.foodbusinessnews.net/sosland/fbn/2008_10_28
http://digital.foodbusinessnews.net/sosland/fbn/2008_10_14
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_30
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_16
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_02
http://digital.foodbusinessnews.net/sosland/fbn/2008_08_19
http://digital.foodbusinessnews.net/sosland/fbn/2008_08_05
http://digital.foodbusinessnews.net/sosland/fbn/2008_07_22
http://digital.foodbusinessnews.net/sosland/fbn/2008_07_08
http://digital.foodbusinessnews.net/sosland/fbn/2008_06_24
http://digital.foodbusinessnews.net/sosland/fbn/2008_06_10
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_27
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_13
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_29
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_15
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_18
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_04
http://digital.foodbusinessnews.net/sosland/fbn/2008_02_19
http://digital.foodbusinessnews.net/sosland/fbn/2008_02_05
http://digital.foodbusinessnews.net/sosland/fbn/2008_01_22
http://digital.foodbusinessnews.net/sosland/fbn/2008_01_08
http://digital.foodbusinessnews.net/sosland/fbn/2007_12_25
http://digital.foodbusinessnews.net/sosland/fbn/2007_12_11
http://digital.foodbusinessnews.net/sosland/fbn/2007_11_27
http://digital.foodbusinessnews.net/sosland/fbn/2007_11_13
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_30
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_16
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_02
http://digital.foodbusinessnews.net/sosland/fbn/2007_09_18
http://digital.foodbusinessnews.net/sosland/fbn/2007_09_04
http://digital.foodbusinessnews.net/sosland/fbn/2007_08_21
http://digital.foodbusinessnews.net/sosland/fbn/2007_08_07
http://digital.foodbusinessnews.net/sosland/fbn/2007_07_24
http://digital.foodbusinessnews.net/sosland/fbn/2007_07_10
http://digital.foodbusinessnews.net/sosland/fbn/2007_06_26
http://digital.foodbusinessnews.net/sosland/fbn/2007_06_12
http://digital.foodbusinessnews.net/sosland/fbn/2007_05_29
http://digital.foodbusinessnews.net/sosland/fbn/2007_05_15
http://digital.foodbusinessnews.net/sosland/fbn/2007_04_17
http://digital.foodbusinessnews.net/sosland/fbn/2007_04_03
http://digital.foodbusinessnews.net/sosland/fbn/2007_03_20
http://digital.foodbusinessnews.net/sosland/fbn/2007_03_06
http://digital.foodbusinessnews.net/sosland/fbn/2007_02_20
http://digital.foodbusinessnews.net/sosland/fbn/2007_02_06
http://digital.foodbusinessnews.net/sosland/fbn/2007_01_23
http://digital.foodbusinessnews.net/sosland/fbn/2007_01_09
http://digital.foodbusinessnews.net/sosland/fbn/2006_12_26
http://digital.foodbusinessnews.net/sosland/fbn/2006_12_12
http://digital.foodbusinessnews.net/sosland/fbn/2006_11_28
http://digital.foodbusinessnews.net/sosland/fbn/2006_11_14
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_31
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_17
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_03
http://digital.foodbusinessnews.net/sosland/fbn/2006_09_19
http://digital.foodbusinessnews.net/sosland/fbn/2006_09_05
http://digital.foodbusinessnews.net/sosland/fbn/2006_08_22
http://digital.foodbusinessnews.net/sosland/fbn/2006_08_08
http://digital.foodbusinessnews.net/sosland/fbn/2006_07_25
http://digital.foodbusinessnews.net/sosland/fbn/2006_07_11
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_27
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_13
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_30
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_16
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_02
http://digital.foodbusinessnews.net/sosland/fbn/2006_04_18
http://digital.foodbusinessnews.net/sosland/fbn/2006_04_04
http://digital.foodbusinessnews.net/sosland/fbn/2006_03_21
http://digital.foodbusinessnews.net/sosland/fbn/2006_03_07
http://digital.foodbusinessnews.net/sosland/fbn/2006_02_21
http://digital.foodbusinessnews.net/sosland/fbn/2006_02_07
http://digital.foodbusinessnews.net/sosland/fbn/2006_01_24
http://digital.foodbusinessnews.net/sosland/fbn/2006_01_10
http://digital.foodbusinessnews.net/sosland/fbn/2005_12_27
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http://digital.foodbusinessnews.net/sosland/fbn/2005_10_25
http://digital.foodbusinessnews.net/sosland/fbn/2005_10_11
http://digital.foodbusinessnews.net/sosland/fbn/2005_09_27
http://digital.foodbusinessnews.net/sosland/fbn/2005_09_13
http://digital.foodbusinessnews.net/sosland/fbn/2005_08_23
http://digital.foodbusinessnews.net/sosland/fbn/2005_08_09
http://digital.foodbusinessnews.net/sosland/fbn/2005_07_26
http://digital.foodbusinessnews.net/sosland/fbn/2005_07_12
http://digital.foodbusinessnews.net/sosland/fbn/2005_06_28
http://digital.foodbusinessnews.net/sosland/fbn/2005_06_14
http://digital.foodbusinessnews.net/sosland/fbn/2005_05_24
http://digital.foodbusinessnews.net/sosland/fbn/2005_05_10
http://digital.foodbusinessnews.net/sosland/fbn/2005_04_26
http://digital.foodbusinessnews.net/sosland/fbn/2005_04_12
http://digital.foodbusinessnews.net/sosland/fbn/2005_03_22
http://digital.foodbusinessnews.net/sosland/fbn/2005_03_08
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