Unilever sells Graze to Katjes International in strategic portfolio shift
The transaction will see Graze integrated into the Candy Kittens Group, further consolidating the UK snacking market.
UK – Unilever has agreed to sell its Graze healthier snacking brand to Katjes International and the Candy Kittens Group, marking a key step in streamlining its food portfolio to focus on three core categories: condiments, cooking aids, mini meals, and Unilever Food Solutions.
The transaction, announced on December 1, 2025, reflects Unilever’s push, under new CEO Fernando Fernandez, to prioritize high-growth areas amid challenges in snacks, where traditional players like PepsiCo are closing facilities amid softening demand.
Acquired by Unilever in 2019 for around £150 million (US$198.25M) when it was primarily direct-to-consumer, Graze evolved into a retail powerhouse under Unilever’s ownership.
The brand expanded into UK supermarkets, refreshed its visual identity, and achieved profitability while innovating with nutrition-forward snacks, including nut-based options that prioritize taste without compromise.
Georgina Bradford, Unilever’s UKI Foods general manager, noted Graze’s transformation into a retail-focused leader in healthy snacking, positioning it well for growth under new owners.
Katjes International, a German confectionery giant, and its UK arm Candy Kittens, founded by celebrity entrepreneur Jamie Laing, see Graze as a perfect fit for their consumer-centric portfolio.
Bastian Fassin, Katjes’ managing shareholder, highlighted Graze’s strong UK brand awareness and strategic health positioning as aligning with their expansion into premium snacks.
Laing, known from BBC shows like Made in Chelsea, expressed excitement about advancing Graze’s mission, calling it a milestone for his vegan, eco-conscious company.
The deal comes as one-third of global consumers ramp up their better-for-you snack intake, fueling opportunities for brands like Graze, which has a standalone manufacturing facility.
Financial terms remain undisclosed, with completion expected in the first half of 2026, subject to standard conditions.
This sale underscores broader industry shifts toward specialized ownership for niche brands, enabling focused innovation in healthier indulgence amid rising wellness trends.
Unilever’s move allows Graze to leverage Katjes’ confectionery expertise and Candy Kittens’ snacking savvy, potentially unlocking new products and markets. Industry observers view it as a win-win, revitalizing a brand that struggled post-acquisition while sharpening Unilever’s competitive edge in core strengths.
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