Europe South Asia Asia Pacific Americas Middle East Africa BBC Homepage World Service Education

Front Page



UK Politics







Talking Point

In Depth

On Air

Low Graphics

Monday, September 6, 1999 Published at 17:02 GMT 18:02 UK

Business: The Company File

Unilever culls its brands

Unilever is trimming its brands, which include big names like Persil

The Anglo-Dutch consumer products manufacturer, Unilever, says it is going to scrap many of its 1,600 brands to streamline operations, boosting efficiency and turnover.

The chairman of the Dutch arm, Antony Burgmans, said about 1,000 of the company's brands accounted for only 8% of turnover, so there was plenty of scope for "pruning".

"It will be a massive operation," he said.

Over the past 15 years, Unilever has tightened its core operations by selling off businesses outside those areas.

The new plan to reduce brands is expected to take three to five years and is a logical extension of that policy, according to Mr Burgmans.

Decision time

Policy over which brands are to be kept will be worked out during the next six to nine months.

No comment has been made on how many brands the company expects to have at the end of the process.

It aims to reach a level of turnover growth of 4% per year, having averaged only 2.3% a year in the past decade.

One of the world's largest manufacturers of packaged consumer goods, Unilever makes margarine, tea, ice cream, fragrances, deodorants, personal washing products and cleaning products.

After the reorganisation of brands, the foods division is still expected to account for about half total sales.

EU foods agency call

In a separate development, Unilever is pressing for the introduction of an independent, centralised agency to oversee at EU level the testing and introduction of new food products.

"We are issuing a plea for a European food agency along the lines of the Food and Drug Administration in the United States," Mr Burgmans said.

"Such an organisation is needed in view of the slow clearance procedures for new food products at EU level," he said, adding that it was also important to "restore consumer confidence" following the mad cow disease and dioxin scares.

"There are 15 different legislations in food quality control, and this is too many," he said.

Unilever has been awaiting EU clearance to market a cholesterol-reducing margarine since December.

Authorisation has been blocked by Germany, which is awaiting the result of more in-depth scientific tests on the product.

Advanced options | Search tips

Back to top | BBC News Home | BBC Homepage |

The Company File Contents

Internet Links


The BBC is not responsible for the content of external internet sites.

In this section

Microsoft trial mediator welcomed

Vodafone takeover battle heats up

Christmas turkey strike vote

NatWest bid timetable frozen

France faces EU action over electricity

Pace enters US cable heartland

Mannesmann fights back

Storehouse splits up Mothercare and Bhs

The rapid rise of Vodafone

The hidden shopping bills

Europe's top net stock

Safeway faces cash demand probe

Mitchell intervenes to help shipyard

New factory creates 500 jobs

Drugs company announces 300 jobs

BT speeds internet access

ICL creates 1,000 UK jobs

National Power splits in two

NTT to slash workforce

Scoot links up with Vivendi

New freedom for Post Office

Insolvent firms to get breathing space

Airtours profits jump 12%

Freeserve shares surge

LVMH buys UK auction house

Rover - a car firm's troubles