nilever is putting 14 European food brands from Britain, France and Germany into a separate unit, which will be managed from Rotterdam, Netherlands. This is contrary to market speculation that the brands which are being transferred to the Rotterdam unit will eventually be sold out. Sources within Unilever have stated that this move will provide specialised management focus for these brands and ultimately lead to more effective selling. Some of the British brands which are being transferred are Marmite, Pot Noodle, Bovril and the spicy Salami peperami. Termed project �Chrysalis,' this venture comes in the face of an ongoing overhaul that Unilever is undertaking in terms of its products.

Since the last three years, the Anglo-Dutch company has been trying to streamline its portfolio by selling minor brands which require more localised selling strategies to focus on its core brands.... more