Italy’s Amadori Group has acquired vegan brand Unconventional from Granarolo, strengthening its position in the country’s fast-growing plant-based protein market.
May 2026: Italian poultry and meat major Amadori Group has entered the country’s rapidly expanding plant-based protein segment through the acquisition of Bologna-based vegan brand Unconventional from dairy producer Granarolo group for an undisclosed amount.
The acquisition gives Amadori full control of the Unconventional brand and its production facility in Coriano, positioning the company as the third-largest player in Italy’s plant-based processed foods market. The move reflects growing consumer demand for meat-free alternatives in Italy, driven by increasing health awareness, dietary diversification, and sustainability concerns.
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“This acquisition represents an important acceleration in our growth path, allowing us to become one of the top three branded players in the plant-based processed foods sector,” said Amadori CEO Denis Amadori.
Founded in 2020 by Granarolo, Unconventional produces a wide range of soy-based meat alternatives, including burgers, meatballs, sausages, chicken-style fillets, tofu, and mini veggie burgers for both retail and foodservice channels. The brand has quickly established itself as a prominent player in Italy’s evolving plant-based sector.
Granarolo President Stanislao Fabbrino said the divestment aligns with the company’s strategy to simplify operations and sharpen its focus on core dairy categories. He noted that the transfer ensures continuity of Italian ownership while offering strong growth prospects for the Unconventional brand under Amadori’s leadership.
For Amadori, the acquisition forms part of a broader strategy to diversify its protein portfolio and strengthen its position across both conventional and alternative protein categories. The company plans to support Unconventional’s expansion through its established logistics and sales infrastructure, ensuring wider market penetration and supply continuity.
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Denis Amadori described the Unconventional range as a highly innovative addition to the group’s portfolio, catering to consumers seeking balanced and varied diets. He added that the company aims to integrate the brand into its broader ecosystem and accelerate its future growth.
The acquisition comes amid sustained growth in Italy’s plant-based food market. According to Circana data, sales of plant-based products in Italy rose 3.8% last year to exceed €208 million, while volumes increased by nearly 6%. Plant-based foods are now present in the homes of 28.7% of Italian families.
Industry research further indicates that the number of Italians consuming meat and dairy alternatives has risen by 10.6% since 2023, with nearly half of consumers eating plant-based products two to three times per month. Meat-free burgers, sausages, meatballs, and cold cuts remain the category’s leading products.
Consumers are increasingly drawn to plant-based foods for health, convenience, culinary experimentation, and environmental sustainability. Surveys show that over 73% of Italians perceive vegan products as healthy, while 68% value them for being free from animal-derived ingredients and 63% cite their lower environmental impact.
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The latest deal also reflects a broader wave of consolidation within the global alternative protein industry, where numerous companies have merged, been acquired, or restructured in recent years. Italy, in particular, has seen growing momentum in the category, with several traditional meat companies pivoting towards plant-based offerings.
In 2024, Gruppo Tonazzo exited meat operations after 136 years to focus entirely on plant-based proteins through its Kioene brand. More recently, vegan food producer The Bridge was acquired by asset manager Ambienta, highlighting increasing investor confidence in the sector’s long-term growth potential.
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