Unilever's Shocking Move: Why Selling Graze to Katjes & Candy Kittens Could Change Your Snacks Forever!

Unilever has announced its decision to sell the Graze healthier snacking brand to Katjes International and the Candy Kittens Group. This move comes as part of Unilever's strategy to streamline its food portfolio, focusing on three core categories: condiments, cooking aids, and mini meals, alongside Unilever Food Solutions. Although Graze has shown strong performance, it does not align with these concentrated areas.

Acquired by Unilever in 2019, Graze originally focused on direct-to-consumer sales. However, under Unilever's management, the brand expanded into UK retail stores, revamped its visual identity, and improved profitability while maintaining retail growth. Georgina Bradford, the UKI Foods general manager, noted, “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.”

Bradford also expressed confidence that Graze is now well-positioned for its next growth phase under new ownership, emphasizing the brand’s commitment to its healthier snacking mission. Bastian Fassin, managing shareholder of Katjes International, reinforced this sentiment, stating, “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.”

The transaction is anticipated to complete in the first half of 2026, pending standard closing conditions. Financial terms of the deal have not been disclosed.

Healthier Snacking Gains Traction

This acquisition comes at a time when healthier snacking brands are experiencing significant growth, driven by a fundamental shift in consumer preferences that are putting pressure on traditional snack manufacturers. According to research by Innova Market Insights, approximately one-third of consumers globally have increased their consumption of better-for-you snacks over the past year. In contrast, only 15% reported increasing their intake of traditional sweet or savory snacks. Notably, around 60% of consumers consistently seek healthier snack options, with half opting for these alternatives over indulgent choices.

This growing demand for healthier snacks has compelled major manufacturers to reevaluate their strategies. For instance, PepsiCo has closed multiple Frito-Lay facilities across the United States throughout 2025 to adjust capacity in response to these changing consumer trends. Additionally, protein claims are increasingly significant in the healthier snacking category, with one-third of North American consumers indicating that high-protein content influences their purchasing decisions. Snack launches boasting high or protein-rich claims grew by 26.2% year-over-year during the three years ending in June 2023, according to Innova.

Other trends include heightened interest in reduced-sugar and low-sodium options, alongside a surge in plant-based ingredients. Innova's data reveals a 23% increase in rice-based snack launches and a 24% rise in vegetable-based snacks, reflecting a consumer preference for cleaner labels. Health is now ranked among the top three important factors for various snack occasions, including lunch, afternoon, evening, and on-the-go snacking.

The implications of this shift are significant for the snack food industry, as brands like Graze continue to innovate and expand in a market increasingly oriented toward health-conscious choices. As consumer awareness around nutrition grows, traditional snack brands may find themselves facing more challenges in maintaining market share, underscoring the importance of adapting to these evolving preferences.