Unilever has initiated the sale of Colman's Mustard, a British brand with a history spanning 212 years. This move is a component of a broader strategic decision by Unilever to divest its food division to McCormick Inc. for $15.7 billion (£11.6 billion).
Investment bank Rothschild has reportedly begun contacting potential buyers for Colman's. The sale is proceeding amidst concerns over existing competition within McCormick's portfolio, which includes the prominent French's Mustard brand. While the exact sale price for Colman's has not been disclosed, sources indicate its value is not substantial in the context of the overall transaction.
Colman's Mustard was established in 1814 by Jeremiah Colman, initially selling mustard powder. The brand evolved through family succession, with his nephew joining in 1823 and the business later becoming J. and J. Colman. Jeremiah James Colman took over mustard manufacturing in 1854 and relocated the operations to a larger factory in Carrow, Norwich, in the 1870s, citing improved access to transportation links.
Throughout the late 19th century, the brand saw increasing popularity and expanded its product packaging. Despite commercial success, the Carrow factory was damaged during World War II. Mustard was exempt from wartime rationing and was utilized to enhance the flavor of rationed meals.
Unilever acquired Colman's Mustard in 1995 from Reckitt and Colman PLC. A Unilever spokesperson stated that the decision to market the brand and its assets was made to proactively address potential competition concerns arising from the planned combination of Unilever Foods and McCormick. The spokesperson also confirmed that discussions are ongoing and operations are continuing as normal.