Unilever's Shocking £36m Sale of Graze to Jamie Laing's Candy Kittens - What This Means for Snack Lovers!

Unilever, the multinational consumer goods company, is set to sell its healthy snacks brand, Graze, to Candy Kittens, a vegan confectionery firm co-founded by Jamie Laing, known for his appearance on the reality TV series Made in Chelsea. The acquisition deal is valued at approximately £36 million, marking a significant strategic shift for Unilever as it looks to streamline its operations.

This decision comes during a broader restructuring under CEO Fernando Fernández, who aims to prioritize the company’s more profitable sectors, particularly in the beauty and personal care markets, while divesting weaker assets. Graze, which debuted in 2005 as one of the UK’s pioneering snack-box subscription services, once thrived on its innovative approach to healthy eating with portion-controlled packs of nuts, seeds, and cereal bars available at supermarkets across the UK.

Unilever had acquired Graze from private equity firm Carlyle in 2019 for an estimated £150 million, capitalizing on the growing trend of direct-to-consumer brands. However, since that acquisition, Graze has struggled to maintain profitability, reporting losses of £8.7 million last year as its revenue declined nearly 10 percent to £35.6 million. A significant drop in direct-to-consumer sales has contributed to this decline, particularly in the more cautious economic climate that has emerged post-pandemic.

The sale price highlights the challenges faced by Unilever's food segment, particularly in managing brands that have not resonated as expected in the evolving consumer market. Reports suggest that the company is also exploring the possibility of selling other long-standing UK brands, including Marmite, Colman’s, and Bovril, and is preparing to spin off its entire ice cream division, which includes iconic products like Magnum and Ben & Jerry’s, through an IPO anticipated later this month.

Unilever expressed confidence that Graze will thrive under new ownership, with Georgina Bradford, General Food Manager for the UK and Ireland, stating that the brand is “well positioned for its next phase of growth.” She emphasized that a dedicated owner focused on healthy snacking could better leverage Graze’s potential. For Laing and co-founder Ed Williams, acquiring Graze fulfills a long-standing ambition, as they have previously cited Graze as an inspiration for their own brand, which has gained traction as one of the UK’s fastest-growing confectionery lines since its launch in 2012.

Laing expressed excitement about the acquisition, stating, “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 transaction and grateful for the opportunity to continue building the Graze brand.” This acquisition represents a pivotal moment for Candy Kittens, which is well-known for its colorful branding and vegan sweets, as it positions itself deeper within the £3 billion healthy snacking market.

The completion of this deal is expected in the first half of 2026, pending regulatory approvals. As Unilever shifts its focus away from underperforming brands, this move could signal a new era for both Graze and Candy Kittens, emphasizing the growing consumer demand for healthy and innovative snack options.