Amadori Group Acquires Unconventional Plant-Based Brand

Amadori Group, a dominant force in Italy's protein sector, has significantly expanded its presence in the rapidly evolving plant-based food arena through the complete acquisition of Unconventional S.r.L. The deal, which saw Amadori Group take full ownership from Granarolo Group, positions the acquirer as a key contender among the top three branded players in Italy's burgeoning alternative protein market.

This strategic move integrates the innovative Unconventional 100% Vegetale brand and its associated production capabilities into Amadori Group's extensive portfolio. Founded in 2020 by dairy cooperative giant Granarolo Group, Unconventional S.r.L. was established to tap into the growing consumer demand for plant-derived food alternatives. The acquisition includes the specialized manufacturing facility located in Coriano, Rimini.

The Italian plant-based food market is demonstrating robust growth, reaching an estimated value of €208 million in 2025 and achieving a household penetration rate of 28.7%. This segment has consistently shown year-over-year expansion, marking it as one of Europe's most dynamic food categories. Amadori Group, already a substantial employer with over 9,400 staff and significant revenue from traditional poultry and protein products, views this acquisition as a critical diversification strategy aligned with shifting consumer preferences towards sustainable and ethical food choices.

Unconventional 100% Vegetale is recognized for its premium positioning, offering a diverse range of meat and dairy substitutes designed to meet consumer expectations for taste, nutrition, and environmental consciousness. By incorporating this established brand, Amadori Group aims to leverage its considerable logistical infrastructure and broad commercial network to accelerate the brand's market penetration and development across Italy.

The transaction ensures continuity for the workforce at the Coriano production site, with all employees transitioning to Amadori Group. This integration supports local economic stability while bolstering Amadori Group's operational capacity. The company's expanded operations now cater to both traditional and alternative protein demands, reflecting a comprehensive approach to the future of food consumption.

For Amadori Group, this acquisition represents a foundational step in solidifying its leadership across the entire protein spectrum. The company identifies plant-based products as a high-growth segment and a targeted investment area, integral to its long-term strategic vision. The integration of Unconventional's expertise and market presence is expected to drive significant growth and innovation within the competitive Italian plant-based sector.