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Jamie Laing's Candy Kittens to acquire Graze from Unilever in 2026 deal
British television personality Jamie Laing's vegan confectionery brand, Candy Kittens, is set to take over snack company Graze in a deal between its parent firm, Katjes International, and consumer goods giant Unilever. The acquisition, expected to finalize in the first half of 2026, marks Unilever's latest move to streamline its portfolio by divesting underperforming brands.
Unilever's strategic shift
Unilever announced on Monday that it would refocus its resources on core segments such as condiments and high-margin packaged goods, a strategy it described as "sharpening" its product lineup. The sale of Graze-a UK-based brand known for its nut-based snack bars-aligns with this approach, as the company acknowledged the brand's potential would be "better realized under new ownership."
Graze, founded in 2005 as an online snack subscription service, expanded into supermarkets before Unilever acquired it in 2019 for a reported £100 million ($132 million). However, its sales have declined in recent years, prompting the divestment.
Candy Kittens' expansion into healthier snacks
Jamie Laing, a former Made in Chelsea and Strictly Come Dancing star, called the deal a "massive moment" for Candy Kittens, which specializes in vegan sweets. In a statement, he emphasized Graze's role in reshaping UK snacking habits, describing it as a "perfect" fit for his company's growth ambitions.
"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."
Jamie Laing, founder of Candy Kittens
Analysts suggest Graze's direct-to-consumer origins-later abandoned by Unilever-contributed to its struggles, as supermarket competition intensified. Jonathan De Mello, a retail analyst, noted that a "more hands-on approach" from a smaller firm like Candy Kittens could revitalize the brand.
Industry challenges and Unilever's broader overhaul
The snack bar sector has faced declining profit margins due to rising costs of key ingredients like cocoa, wheat, and nuts. Unilever's CEO, Fernando Fernandez, has prioritized divesting food brands to fund the company's turnaround since taking the helm in March. Earlier this year, Unilever sold The Vegetarian Butcher and acquired cosmetics brands like Wild. It also plans to spin off its ice cream division, home to brands like Magnum and Ben & Jerry's.
Jonny Forsyth, a strategist at Mintel, highlighted the deal's significance for Candy Kittens, stating it extends the brand from indulgent treats into healthier snacks-a sector projected for "significant growth" over the next decade.
