Candy Kittens Set to Acquire UK Snack Brand Graze from Unilever
British TV personality Jamie Laing’s vegan confectionery brand, Candy Kittens, is poised to take over UK snack company Graze in a new deal involving its parent company and Unilever.
The transaction, led by German consumer goods firm Katjes International, is expected to be finalised in the first half of 2026. Financial details have not been disclosed.
The sale marks Unilever’s latest move to streamline its product portfolio by cutting underperforming food brands and redirecting focus toward beauty, personal care, and core packaged goods. The company said the shift is designed to “sharpen” its operations and will involve “pruning the portfolio where relevant.”
Graze, launched in 2005 as an online subscription service offering healthier snack alternatives, later expanded into major UK supermarkets. Unilever purchased the brand in 2019 for a reported £100m ($132m), but sales have declined in recent years.
Unilever said Graze’s long-term potential would be “better realised under new ownership,” pointing to the consumer-focused expertise of Katjes and the Candy Kittens Group.
Laing described Graze as a trailblazer in the healthy snacking category, calling the acquisition a “perfect fit” for Candy Kittens’ growth strategy. Writing online, he said the deal represents a “massive moment” for the company.
“When we started out, the idea of a global giant like Unilever buying our business was the dream,” he said. “Today, we’re the ones buying a business from them. The tables have turned.”
Laing, known for his appearances on Made in Chelsea, Strictly Come Dancing, and various BBC programmes, co-founded Candy Kittens in 2012 as a vegan, environmentally conscious sweets brand.
The acquisition comes as Unilever CEO Fernando Fernandez pushes ahead with a sweeping turnaround plan, which includes selling off a number of food brands. This year, the company has already divested The Vegetarian Butcher and acquired beauty-focused businesses such as Wild. It also plans to spin off its ice cream unit, home to brands like Magnum, Walls, and Ben & Jerry’s.
