Italian meat specialist Amadori has announced an agreement to acquire plant-based brand Unconventional from current owner Granarolo.

Amadori Group will acquire 100% of the shares in Unconventional as part of its drive to consolidate itself as an ‘Italian protein company,’ broadening its portfolio and expanding into the plant-based category.

Unconventional was founded in 2020 by Italian dairy player Granarolo, specialising in plant-based meat alternative products.

The transaction includes the purchase of its production site in Coriano, Italy, and the ‘Unconventional 100% Vegetale’ brand, both of which Amadori will take ownership and full management. All employees at the facility will become part of Amadori group, which currently has over 9,400 employees operating in Italy.

Amadori said the integration of Unconventional represents a ‘fundamental pillar’ for it to strengthen its leadership in the overall protein market. It aims to support Unconventional’s growth with its established logistics and sales network, ensuring production continuity in Italy to preserve the brand’s quality and identity within the plant-based sector.

The company’s goal is to evolve its position in the Italian agri-food sector to offer a wider portfolio of both animal- and plant-based proteins, sourced from controlled supply chains to ensure broader choice for consumers.

Denis Amadori, CEO of Amadori Group, said: “This acquisition represents a significant acceleration in our growth path, allowing us to become one of the top three branded players in the plant-based processed foods sector”.

“'Unconventional 100% Vegetale enriches our offering with highly innovative products, meeting the new needs of consumers seeking a balanced and varied diet. We will integrate this brand into our ecosystem, confident that the strength of the Amadori Group will propel it to new heights.”

Stanislao Fabbrino, president of Granarolo Group, said that the sale comes as the company aims to simplify its business model by focusing on its core market – milk and dairy products.

“We are extremely pleased to have completed this important transaction, underlining the continuity of Italian ownership with a solid, traditional company from our region,” Fabbrino added.