Unilever buys Radox and Brylcreem brands for €1.2bn
By Ed Owen, marketingmagazine.co.uk, Monday, 06 December 2010 12:50PM
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'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.
This article was first published on marketingmagazine.co.uk
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Marketing Director Ball & Hoolahan £70,000 + Car/CA,
- Martin Sorrell earns 780 times more than average WPP employee
- 3 top tips on how to save an epic social media fail
- Lake Capital rejects demands of Engine's rebel shareholders
- Head lice-killing mousse launches in the UK with cartoon campaign
- Facebook's 'Buy' button: a leap too far?
- Beiersdorf postpones review after MAA criticisms of procedure