In a significant development within the food and consumer goods sector, Jamie Laing’s vegan candy brand, Candy Kittens, is poised to acquire snack company Graze, a deal made possible through coordination with packaged goods giant Unilever. This acquisition is being facilitated by German firm Katjes International and is expected to be finalized in the first half of 2026, although the financial details of the transaction have not been disclosed.
Graze, known for its innovative approach to the snack market, was established in 2005 as an internet-based delivery service offering a variety of healthy, often nut-based treats. Over the years, it transitioned to retail availability, spreading its reach across supermarkets in the UK. In 2019, Unilever purchased Graze for approximately £100 million ($132 million), but the brand has struggled to maintain growth, experiencing declining sales in recent years.
Unilever’s decision to divest Graze aligns with their broader strategy to streamline their portfolio, particularly aiming to enhance their focus on personal care and beauty products. The company stated their commitment to “pruning the portfolio where relevant,” suggesting a shift in priorities towards condiments and other packaged goods.
Laing, who has gained fame as a British TV personality through his appearances on shows such as “Made in Chelsea” and “Strictly Come Dancing,” expressed enthusiasm regarding the acquisition. He noted that Graze has significantly influenced the UK’s perspective on healthier snacking options and aligns perfectly with Candy Kittens’ growth aspirations. He described the transaction as a “massive moment” for his environmentally-conscious brand, highlighting the dramatic shift in their journey from being acquired by a giant like Unilever to now acquiring a brand from them.
Unilever’s CEO, Fernando Fernandez, has been vocal about the company’s strategy to divest underperforming food brands as part of a major restructuring initiative following his appointment in March. Other notable divestitures this year include The Vegetarian Butcher and plans to spin off Unilever’s ice cream division, which comprises well-known names such as Magnum, Ben & Jerry’s, and Walls.
This acquisition marks a notable chapter in the evolving landscape of the UK snack food market as smaller, innovative brands continue to reshape consumer preferences and challenge larger corporations’ dominance.
