Unilever buys Swirl's ice cream in the Netherlands

Swirl’s is a fast-growing and successful ice cream franchise concept first launched on the Dutch market in 1994. In Swirl’s outlets, consumers can order soft ice cream with fresh ingredients of their own choice. Swirl’s also sells milkshakes, waffles and coffee. Unilever is acquiring Swirmij B.V., the franchiser of Swirl’s, and will therefore become the franchiser as well as the proprietary owner of this unique formula.

“Our well-known ice cream brands remain as popular as ever. However, there is a growing interest in ice cream and we can discern an increasing demand for ice cream products that are freshly made to order. Swirl's allows us to address this need more efficiently. Our product portfolio will broaden”, said Sam van der Feltz, Chairman of IgloMora Group, Unilever’s ice cream subsidiary in the Netherlands.

Swirl’s has 32 outlets located in various railway stations and city centres in the Netherlands. The existing franchisees and their employees in the outlets will remain. Unilever will bring in additional resources so that the formula can be made even more successful by exploiting the combined know-how of the two businesses.

The acquisition of Swirl’s has no consequences for Unilever’s trade partners. Consultation procedures with employee representatives have started.