Brandtree in numbers

Headline findings

• 127

  127 companies own half of the 3,368 brands on Brandtree. The other half is spread across 420 owners.

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• 55

  Unilever owns 55 brands on Brandtree, more than any other company. Mars is next with 42.

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• 59%

  59% of British brands on Brandtree are owned by a company based outside the country, against 5% of Japanese brands.

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• 56

  56 British brands on Brandtree belong to American companies, and 51 American brands belong to British ones.

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• 83

  83 brands on Brandtree have a different owner from a year ago. The largest single move took 14 brands from Unilever to The Magnum Ice Cream Company.

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• 45%

  Three companies own 45% of the 55 automotive brands on Brandtree: Stellantis, Volkswagen Group and Geely.

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• 298

  298 brands on Brandtree were founded before 1900. The oldest, Cēsu Alus, dates from 1590 and belongs to Olvi.

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• 12

  12 announced deals on Brandtree have not yet closed. The largest priced in US dollars is Paramount Skydance's $110 billion deal for Warner Bros. Discovery.

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How concentrated ownership is

127 of the 547 ultimate owners on Brandtree account for half of its brands. The ten largest own 10% between them.

Brands owned from abroad

947 of 3,368 brands (28%) belong to a company headquartered outside the country the brand comes from. Countries with fewer than 25 brands on Brandtree are left out of the table.

Brands that changed owner in the past year

83 brands have a different ultimate owner from a year ago. A brand counts as moved when it is sold on its own and also when the company above it is bought, merged or split off. Where the dataset records no owner a year earlier, the list says so rather than calling the brand independent.

• 14 to The Magnum Ice Cream Company from Unilever: Ben & Jerry's, Breyers, Calippo, Carte d'Or, Cornetto and Klondike and 8 more
• 11 to Gildan (no owner on record a year earlier): Bali, Berlei (Australia, New Zealand and South Africa), Bonds, Bras N Things, Comfortwash and Hanes and 5 more
• 10 to Mars from Kellanova: Cheez-It, Crunchy Nut, Eggo, Extra, Nutri-Grain and Pop-Tarts and 4 more
• 8 to Keurig Dr Pepper from JDE Peet's: Douwe Egberts, Jacobs, Kenco, L'OR, Moccona and Peet's Coffee and 2 more
• 7 to Lactalis (no owner on record a year earlier): Anchor, Anlene, Anmum, Kapiti, Mainland and Perfect Italiano and 1 more
• 5 to Ferrero from WK Kellogg Co: Froot Loops, Frosted Flakes, Kellogg's Corn Flakes, Raisin Bran and Rice Krispies
• 4 to MBRF (no owner on record a year earlier): Perdigão, Qualy, Sadia and Sadia Bassi
• 2 to B&G Foods (no owner on record a year earlier): College Inn and Kitchen Basics
• 2 to UAC of Nigeria (no owner on record a year earlier): Chivita and Hollandia
• 1 to C&C Group (no owner on record a year earlier): Innis & Gunn
• 1 to Church & Dwight (no owner on record a year earlier): Miss Mouth's Messy Eater
• 1 to Danone (no owner on record a year earlier): Huel
• 1 to Delta Galil (no owner on record a year earlier): Daily Drills
• 1 to eBay from Etsy: Depop
• 1 to Emmi (no owner on record a year earlier): The English Cheesecake Company
• 1 to Gloria (no owner on record a year earlier): San Mateo
• 1 to GraceKennedy (no owner on record a year earlier): Tastee
• 1 to Henkel (no owner on record a year earlier): OLAPLEX
• 1 to L'Oréal (no owner on record a year earlier): Creed
• 1 to Marzetti (no owner on record a year earlier): Bachan's
• 1 to MJ Topco from LVMH: Marc Jacobs
• 1 to Molinos (no owner on record a year earlier): Etchart
• 1 to Morinaga (no owner on record a year earlier): My/Mochi
• 1 to Picea from iRobot: Roomba
• 1 to Prestige Consumer Healthcare (no owner on record a year earlier): Breathe Right
• 1 to Savencia Fromage & Dairy (no owner on record a year earlier): Valrhona
• 1 to Titan (no owner on record a year earlier): Damas
• 1 to Unilever (no owner on record a year earlier): Grüns
• 1 to VRG (no owner on record a year earlier): Lilou

Consolidation over time: owner changes by year and how the largest owners built their portfolios →

Concentration by category

The share of each category's brands held by its three largest owners. Categories with fewer than 40 brands or 10 owners are left out.

Deals

Brandtree records 287 completed deals and 12 that have been announced but not closed. Deal values are shown in the currency the filing gave; they are not added together or converted, because that would need an exchange rate at each deal's date.