German confectionery group Katjes is reportedly nearing a deal to acquire snack brand Graze from Unilever.
According to Sky News, Katjes is in advanced negotiations to purchase Graze for approximately £35 million ($46.2 million). Unilever declined to comment when approached by Just Food, and as of now, Katjes has not responded to inquiries regarding the deal.
Unilever acquired Graze in 2019 from the Carlyle Group, paying around £150 million for the brand at that time. Graze began as a subscription-only service focused on healthier snacks, particularly nuts and seeds.
Recently, Reuters reported that Unilever is considering divesting several UK brands, including Marmite, Colman’s, and Bovril. In March, when Unilever announced the sale of the meat-free brand The Vegetarian Butcher, the company expressed intentions to “sharpen its portfolio for long-term growth and scalability” by concentrating on fewer, larger brands.
Earlier this year, Unilever also sold its pasta sauce retail range in Germany to Italian food producer Casalasco Group. Additionally, it revealed in February that Zwanenberg Food Group submitted a “binding offer” to acquire the Unox and Zwan brands, pending competition approval in the Netherlands.
In a move to expand its portfolio, Katjes recently acquired a 25% stake in German cookie-dough business SD Sugar Daddies for an undisclosed amount. The privately-owned group has a history of purchasing UK businesses; in 2022, Katjes acquired gluten-free firm Genius Foods through its venture-capital arm, Katjes Greenfood.
Moreover, Katjes holds a majority share in UK vegan confectionery brand Candy Kittens, following a deal struck in 2019.
Incorporating changes in the food and beverage industry trends, this potential acquisition of Graze highlights significant shifts in the food and drink business landscape. As consumer trends evolve, companies are increasingly focused on health and wellness within the food and drink sector.
