Unilever to ditch Colman’s French Mustard brand
Unilever has been ordered to stop selling its famous Colman’s French Mustard brand by the EU, after its takeover of rival mustard-maker Amora Maille last year.
LONDON (Brand Republic) - Unilever has been ordered to stop selling its famous Colman’s French Mustard brand by the EU, after its takeover of rival mustard-maker Amora Maille last year.
The EU ruled that Unilever’s mustard market share would be too great unless it either sold the 60-year-old brand or stopped producing it altogether.
A spokesman for Unilever said that the decision had been taken to discontinue the brand, because it was felt the Amora Maille brand had better offerings under a different name.
In future, UK consumers will be targeted with French mustards under more specific labelling such as Dijon or Bordeaux.
The Colman family began producing mustard in 1814 and French mustard in 1936. Unilever bought the Colman’s brand in 1995 and was referred to the EU for approval after last year’s purchase of Amora Maille.
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