Unilever has reached an agreement for the sale of graze, a British brand specializing in healthy snacking, Katjes International, which will integrate the company within the group Candy Kittens in the United Kingdom. The operation, expected to close in first half of the 2026, represents a new step in Unilever's Foods portfolio reorganization strategy.
Acquired in 2019, Graze was then best known for its direct-to-consumer model based on personalized snack boxes. In recent years the brand has made a significant leap towards mainstream retail, extending its presence on the shelves of British large-scale retail trade and renewing its image and positioning.
"Graze has transformed into a retail brand capable of redefining the concept of a healthy snack thanks to nutritional innovations that are always ahead of their time, without compromising on taste and respecting its distinctive style", declared Georgina Bradford, General Manager Unilever UKI Foods. “The brand is now ideally positioned for a new phase of growth, which can be fully capitalized on by a dedicated owner.”
The divestment is part of Unilever's strategy to focus its Foods division on three high-priority global categories – Condiments, Cooking Aids & Mini Meals and Unilever Food Solutions – and "prune" brands that weren't aligned with this vision. Despite having a dedicated production facility and a strong identity in the better-for-you segment, Graze remained a peripheral asset within the new strategic scope.
For Katjes International, the operation allows it to strengthen its presence in the British market and in the category of functional & healthy snacking. "Graze is one of the leading brands in the UK and fits perfectly into our growth strategy based on strong consumer brands,” said the managing shareholder Bastian Fassin.
Excited too Jamie LaingCandy Kittens founder, who will lead the integration, said: “I've always loved Graze. It's changed the way the UK looks at healthier snacks, and I believe we can take this journey even further.”
