Unilever has signed an agreement to sell its Graze business to Katjes International, with the brand set to sit in the Candy Kittens group.
Unilever bought snacking brand Graze in 2019. Following its acquisition by Unilever, Graze has moved from a primarily Direct-to-Consumer brand to one with a presence in UK retail stores. Its brand identity was updated with the intention to attract shoppers, with Unilever stating that the brand has “transformed” its profitability and continued to deliver growth in the retail channel.
Graze boasts a dedicated standalone manufacturing facility, and having started with a snack box delivery service, Graze is now a multichannel brand, with products available via retail stores, ecommerce and direct to consumer.
Founded in 2012, the Candy Kittens brand makes vegan confectionary products, describing itself as “gourmet”. Its product range includes gummy sweets and chocolates, and the brand is stocked in a number of UK supermarkets.
Georgina Bradford, Unilever UKI Foods general manager: “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.”
Bastian Fassin, managing shareholder of Katjes International: “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.”
Jamie Laing, founder of Candy Kittens: “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.”
Completion of the transaction is expected in the first half of 2026, and is subject to usual closing conditions.
