Unilever acquires P&G’s oral care brands to accelerate growth across key markets
Unilever has announced that it has signed an agreement to acquire the Fluocaril and Parogencyl oral care brands from its competitor, P&G (The Procter & Gamble Company), a major boost to its strategic growth plans across key markets.
Fluocaril and Parogencyl are well-known therapeutics brands sold in the Pharmacy channel, primarily in France and Spain, with a product portfolio that enjoys strong endorsement from health professionals. Fluocaril offers oral care solutions specialising in protection against cavities. Parogencyl tackles gum issues.
The acquisition will give Unilever a leading position in oral care within the French pharmacy channel as well as strong positions in Spain. With their powerful brand heritage, high awareness and sound reputation amongst dentists, these brands are a great complement to Unilever’s existing oral care portfolio.
Terms of the deal were not disclosed and the acquisition is expected to close in Q2 2019.
These acquisitions underline Unilever’s expansion strategy into key global markets that are crucial to its growth plan. Recall that the multinational FMCG brand launched a campaign called “Lift Africa” to drive strategic investement on the continent. In line with this expansion drive, the company a couple of years back revealed that it intends to invest 10 million euros (N4.3billion) in a new plant in Nigeria.
The Unilever Executive President/CEO, Mr. Luc-Olivier Marquet during an interview with the MARKETING EDGE team at the 2017 Loeries Creative Week said the new plant was to involve the manufacturing of Blue Band, its flagship margarine brand, which is in high demands in the country. The move will also help the company to further deepen its presence.
In the same vein, in December 2018, Uniiever also acquired GlaxoSmithKline Plc’s Indian consumer business, including malted milk drink Horlicks, for 3.3 billion euros ($3.8 billion) to boost its footprint in one of the world’s fastest-growing major economies.
The transaction strengthens its presence in the emerging markets that account for about two-thirds of its revenue.
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