Vegan Sweets Giant Candy Kittens to Acquire Snack Brand Graze in Major Unilever Deal

Vegan sweets company Candy Kittens, co-founded by British TV personality Jamie Laing, is set to acquire the popular snack brand Graze. This significant transaction will see Graze changing hands from packaged goods titan Unilever to Katjes International, the parent company of Candy Kittens.

The acquisition, involving the German firm Katjes International, is anticipated to conclude by the first half of 2026. While the exact financial terms of the deal remain confidential, sources close to the negotiations suggest it marks a pivotal moment for both companies.

For Unilever, the sale of Graze signals a continued strategic pivot to streamline its vast portfolio. The multinational corporation recently announced its intention to divest underperforming brands, sharpening its focus on high-growth segments such as personal care, beauty products, condiments, and other select packaged goods. This move, as explained by Unilever, allows for a more targeted approach to its global offerings.

Graze, initially established in 2005 as an online subscription service for healthy, often nut-based snacks, gradually expanded its presence into major supermarkets and retailers. Unilever acquired the brand in 2019, reportedly for approximately £100 million (about $132 million), but Graze’s sales have seen a decline in recent years, prompting its reevaluation within Unilever’s structure.

Millenium TV has learned that Unilever believes Graze’s future growth will be “better realised under new ownership” given the consumer goods expertise of Katjes and Candy Kittens Group. Jamie Laing emphasized that Graze has been instrumental in reshaping healthier snacking habits across the UK, making it a “perfect” fit for Candy Kittens’ expansion strategies.

Laing, also known for his roles in reality television like “Made in Chelsea” and “Strictly Come Dancing,” described the deal as a “massive moment” for his eco-conscious vegan sweets firm. He reflected on the journey, stating, “When we started out, the thought of a company like Unilever buying our business was the dream. Today we’re the ones buying a business from them. The tables have turned.”

Unilever Chief Executive Fernando Fernandez, who took the helm in March, has outlined plans to divest various food brands to help fund the company’s broader turnaround efforts. This year, the UK-based consumer goods giant has already sold off brands such as The Vegetarian Butcher and has also been acquiring cosmetics companies, including Wild. Further demonstrating its strategic overhaul, Unilever is also preparing to spin off its extensive ice cream division, which includes globally recognized brands like Magnum, Ben & Jerry’s, and Walls.