British television personality Jamie Laing, co-founder of the vegan sweets brand Candy Kittens, is poised to acquire snack company Graze in a deal involving his parent company and the multinational packaged goods corporation Unilever. The agreement, which also includes German company Katjes International, is expected to conclude in the first half of 2026, although the financial details remain undisclosed.
This acquisition is part of Unilever’s broader strategy to divest under-performing brands and refocus on its core offerings in personal care and beauty products. On Monday, Unilever announced its intention to streamline its portfolio, particularly emphasizing the production of condiments and other packaged goods.
Graze, which originated in 2005 as an online snack delivery service, became known for promoting healthy and nut-based treats and later expanded its presence in supermarkets. Unilever acquired Graze in 2019 for approximately £100 million ($132 million). However, the brand has experienced declining sales in recent years, leading to the decision for a sale, which Unilever believes will enable better performance under new ownership.
Laing expressed that Graze has significantly influenced the UK’s perspective on healthier snacking and aligns well with Candy Kittens’ growth strategy. He noted the shift in dynamics from a small business being acquired by a large corporation to a scenario where his company is now purchasing a business from Unilever.
Unilever’s CEO, Fernando Fernandez, has elaborated on the company’s plan to divest its food brands as part of a financial turnaround strategy initiated since he stepped into the role in March. This includes the sale of other food brands and plans to spin off its ice cream division, which features well-known labels such as Magnum and Ben & Jerry’s.
Source: https://www.bbc.com/news/articles/cp89j5dj95ro?at_medium=RSS&at_campaign=rss