Unilever bought Graze, a healthier snacking brand, in 2019. Following its acquisition by Unilever, Graze has evolved from a primarily Direct-to-Consumer brand to one with a strong presence in UK retail stores, and an updated and contemporary visual identity designed to attract shoppers. Under Unilever’s ownership Graze has transformed its profitability and has continued to deliver growth in the retail channel.
As previously shared, Unilever’s ambition in Foods is to deliver consistent, top-tier performance in its peer set, and will do that by rigorously focusing on three attractive global categories; Condiments, Cooking Aids & Mini Meals, and Unilever Food Solutions. This is where Unilever has proven capabilities to win, anchored in its large, global power brands, and is sharpening its portfolio for long-term growth and scalability in these areas. This includes pruning the portfolio where relevant.
Graze is an innovative healthier snacking brand, with a dedicated standalone manufacturing facility, and has a distinct proposition from Unilever’s other foods brands. Graze has good potential for future growth and development, which will be better realised under new ownership by Katjes International, and the Candy Kittens Group, given their category expertise and complementary product portfolio.
Georgina Bradford, 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 subject to usual closing conditions and is expected in the first half of 2026.
Financial terms of the agreement are undisclosed.