Unilever has signed an agreement to sell the Graze business to Katjes International. Graze will sit in the Candy Kittens group in the UK.
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.
Graze is a healthier snacking brand with a dedicated standalone manufacturing facility and has a distinct proposition from Unilever’s other food 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, said, “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, said, “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, said, “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.”
