Unilever has officially signed an agreement to sell its popular Graze business to Katjes International. The acquisition will place Graze within the expansive Candy Kittens group.
Unilever initially acquired the innovative snacking brand Graze in 2019. Since this strategic acquisition, Graze has undergone significant transformation, evolving from a primarily Direct-to-Consumer model to a well-recognized presence in UK retail stores. The brand’s identity has been revitalized to appeal to a wider audience, resulting in increased profitability. Unilever has noted that Graze has “transformed” its profitability, maintaining a consistent growth trajectory within the retail channel.
Moreover, Graze operates a dedicated standalone manufacturing facility, a testament to its growth and commitment to quality. Originally starting as a subscription-based snack box delivery service, Graze has successfully transitioned into a multichannel brand. Today, it offers products across various platforms, including retail stores, e-commerce, and direct-to-consumer sales. This diversification reflects its adaptability in an ever-changing market.
Founded in 2012, Candy Kittens specializes in vegan confectionery products and positions itself as a “gourmet” brand. Its diverse product range includes gummy sweets and premium chocolates, and Candy Kittens is well-stocked in numerous UK supermarkets, indicating a strong consumer appeal and brand awareness.
Georgina Bradford, the general manager of Unilever UKI Foods, stated: “Graze has transformed into a retail-focused brand that 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 a dedicated focus on its healthier snacking mission.” This statement underscores the brand’s commitment to quality and innovation.
In addition, Bastian Fassin, managing shareholder of Katjes International, remarked: “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.” His words emphasize the strategic alignment between Graze and Katjes International’s future growth plans.
Furthermore, Jamie Laing, founder of Candy Kittens, expressed enthusiasm about the acquisition, stating: “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.” Laing’s passion for the brand suggests promising possibilities for enhanced innovation and consumer engagement.
The completion of this significant transaction is anticipated in the first half of 2026, contingent upon the usual closing conditions. As the industry observes these developments, it will be interesting to see how Graze and its new parent company navigate the market landscape together.
