Unilever sells Graze to Candy Kittens owner
Unilever has agreed to sell its Graze healthier snacking brand to Katjes International which means it will sit under the same UK umbrella as Candy Kittens.
The divestment aligns with Unilever’s strategy to focus on three core categories of condiments, cooking aids & mini meals, and Unilever Food Solutions as it refines its portfolio for long-term growth and scalability in these areas.
Since its acquisition by Unilever in 2019, Graze has evolved from a primarily direct-to-consumer business into a brand with a strong presence across UK retail stores.
Georgina Bradford, UKI foods general manager at Unilever, said: “Graze has transformed into a retail-focused brand which continues to redefine healthy snacking with innovations that stay a step ahead on nutrition, never compromise on taste, and remain true to its distinctive and much-loved style.
“The brand is now well positioned for its next phase of growth, which we are confident will be best unlocked under its new ownership with dedicated focus on its healthier snacking mission.”
Candy Kittens was co-founded in 2012 by Made in Chelsea star Jamie Laing.
Subscribe to TRBCommenting on the acquisition, Laing said: “I’ve always loved Graze – they changed the way the UK thinks about healthier snacking, and I think we can take that even further. I’m excited about this project and grateful for the opportunity to continue building the Graze brand.”
The transaction is expected to close in the first half of 2026.
Bastian Fassin, managing shareholder of Katjes International, added: “Graze is one of the leading healthy snacking brands in the UK. With its strong brand awareness and strategic positioning, Graze is a perfect fit for our strategy to continue growing with strong consumer brands.”
