Unilever gets the go-ahead from EU to buy Sara Lee brands

Unilever has been given approval from the European Union to buy the personal care and European laundry arm of Sara Lee Corporation, in a €1.2bn deal.

Radox: Sarah Lee brand acquired by Unilever
Radox: Sarah Lee brand acquired by Unilever

The acquisition will see the FMCG giant adding top brands Radox, Duschadas and Neutral to its home and personal care portfolio.

Other brands purchased in the deal are Biotex in the laundry category, Zwitsal and Fissan in baby care, and Prodent and Zendium in the oral care range.

The transaction was approved today after a detailed review by the European Commission, during which time the global company agreed to divest its Sanex brand in the European market.

There will be a separate organisation set up to operate Sanex, which will then be in a position to be sold in Q3 next year.

The Sara Lee brands being bought by Unilever generated annual sales in excess of €750m for the year ending June 2009.

Doug Baillie, president of Western Europe at Unilever, said: "We are pleased to have received the green light from the European Commission for this deal and we look forward to adding these important brands to our business.

"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."

Subscribe to Campaign from just £37 a quarter 

Get the very latest news and insight from  Campaign with unlimited access to Campaignlive.co.uk

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
Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More