Unilever will sell Graze to Katjes International in a deal placing the healthy snacking brand under the growing Candy Kittens group.
Unilever has agreed to sell healthier snacking brand Graze to Katjes International, a move that will bring the west London-based business under the rapidly expanding Candy Kittens group and further consolidate the UK snacking market.
The deal, announced today, marks a significant shift for both companies. Katjes said Graze and Candy Kittens share strong alignment in consumer base and retail distribution, making the acquisition “an ideal addition” to its portfolio.
Unilever sharpens its focus
Unilever bought Graze in 2019 and has since transformed it from a direct-to-consumer pioneer into a retail-driven brand with an updated visual identity and strengthened profitability. Graze, certified B-Corp since 2021, has become one of the UK’s leading healthy snacking names and will continue manufacturing at its west London facility after the sale.
The move reflects Unilever’s sharpened focus on three core global food categories – Condiments, Cooking Aids & Mini Meals, and Unilever Food Solutions. The company said it is “pruning the portfolio where relevant” as it concentrates investment on areas with long-term global scale.
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.”
Complementing existing business
For Katjes International, the acquisition builds on the momentum of Candy Kittens, founded in 2012 by Ed Williams and Made in Chelsea’s Jamie Laing.
Bastian Fassin, Managing Shareholder of Katjes International, said:
With Candy Kittens, we already have one of the fastest-growing confectionery brands in the UK in our portfolio, and we are complementing this existing business with the acquisition of Graze, 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 across Europe.”
Jamie Laing added:
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 financial terms of the agreement have not been disclosed, however completion of the transaction is expected in the first half of 2026.
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