Unilever launches new products under Stork brand, despite announcing sell-off

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Dutch Anglo food giant Unilever has revealed a new product range under a brand that last week was announced would get the axe.

Unilever has launched a new variety of liquid cake mixes under its Stork brand, saying that the new products would provide ‘confidence’ to those without the skills or time to bake.

The company reportedly described the products as the ‘first of their kind’; the chilled liquid cake mixes will come in lemon, chocolate and classic flavours.

The move is curious given that last week Unilever announced the Stork brand – part of the company’s spreads business – would be sold off, along with the more famous Flora brand.

New product ranges may be part of a push to increase value of the brand as it prepares for sale.

This came as part of a range of announcements including a €5m share buyback and a review of the company’s twin based legal structure (Unilever has been based both in Rotterdam and London since its conception in 1930).

The announcements came following Unilever’s rejection of a €134bn take-over bid by KraftHeinz.

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