Unilever buys Radox and Brylcreem brands for €1.2bn

Unilever has completed a €1.2bn (£1bn) cash buy-out of Sara Lee's European personal care and laundry business, which features the Radox and Kiwi brands.

Unilever: has bought out Sara Lee European brands including Radox
Unilever: has bought out Sara Lee European brands including Radox

Unilever's proposed buy-out had been referred to the European Commission for approval, and Unilever agreed to drop Sara Lee's Sanex brand in the EU, to ensure the takeover went ahead.

Doug Baillie, president for western Europe at Unilever, said: "Home and personal care is a key growth category and we are acquiring a number of leading brands that fill gaps in our portfolio, improve the shape of our overall European portfolio, while offering significant potential for development in other geographies."

Sara Lee's personal care brands include Radox, Kiwi shoe polish and Brylcreem, Dusch Das shower gel, Badedas, Neutral, laundry product Biotex, baby care products Zwitsal and Fissan, and Prodent and Zendium toothpastes.

Sanex will be operated by a separate organisation before it is sold.

The bath and bodycare business was itself bought from Unilever's major competitor SmithKline Beecham – now GSK – in 1993.

Unilever recently brought in Ogilvy and Mather to handle its corporate branding.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More