Proactive Investors - Unilever (LON:ULVR) has revived plans to sell a suite of mature brands after an earlier attempt in 2021 only received piecemeal offers.
Brands on the block include seventies stalwarts such Brut, Timotei, St Ives, Matey and Alberto Balsam alongside some still going strong such as Q-Tips and Impulse.
The brands, which collectively are known as Elida Beauty, generated around US$760 million in sales in 2022, according to Reuters, which first reported the story.
It would be the first major by new chief executive Hein Schumacher since his appointment in July, the report added.
Unilever’s original attempt to sell Elida was hampered by buyers just making offers for the brands they wanted, but a sale this time around might generate billions of dollars for the household goods giant.
Since then, Unilever has worked to make Elida an autonomous unit that could also appeal in its entirety to private equity firms, the sources added.
Morgan Stanley (NYSE:NYSE:MS) and Evercore have been appointed to handle the sale according to the report, with some of its US ice cream brands also said to be earmarked for disposal.