A big change is coming to the UK snacking landscape! Fable creator Jamie Laing’s Candy Kittens Group is reportedly preparing to buy Graze, the someone-throw-us-a-snack brand famous for its nuts and healthy snack bars. Graze launched in 2005 in the UK originally as an online snack delivery subscription. It zeroed in on providing healthy indulgences, frequently incorporating nut-derived product components, to its buyers. Unilever bought Graze in 2019 for about £100 million ($132 million). In recent years, Graze has struggled with falling sales, prompting Unilever to seek another buyer.
The joint acquisition agreement is scheduled to close in the first half of 2026. It would be an undisclosed amount and represent a big change for both firms. Jamie Laing, co-founder of Candy Kittens and popular television personality, shared his excitement upon learning that the company was acquired. For his part, Ansu emphasized Graze’s role in transforming how the UK thinks about healthy snacks.
“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
Graze produces a wide variety of vegan-friendly goodies, appealing to the powerful trend toward plant-based snacking. The brand has languished underperformance during Unilever’s ownership. The decision to sell Graze aligns with Unilever’s broader strategy to prioritize its personal care and beauty segments while divesting under-performing food brands. This was not the first time Unilever sold off non-core brands this year – they recently sold The Vegetarian Butcher.
Unilever, meanwhile, continues to shine on its portfolio of powerful brands with household names like Marmite and Dove soap. Now, the company is focusing on boosting its beauty and personal care portfolio. The move to sell Graze reflects a strategic shift, as Unilever looks to streamline its offerings amid fluctuating market demands.
Laing has said that Graze is an ideal match for Candy Kittens’ long-term strategy for growth. Laing’s company should be able to pounce on this acquisition to bolster its stake in the booming healthy snack category. At the same time, it’ll reinvigorate Graze’s brand.
As the snack industry is getting highly competitive and innovative, this acquisition is a great indication of possible rebirth of Graze with new hand. With Laing at the helm, Candy Kittens is looking to move. The company is hoping to leverage Graze’s strong brand equity and portfolio of products to capture a larger share of the growing health-oriented consumer base.