Prime Highlights:
- Jamie Laing’s vegan sweets brand Candy Kittens is set to acquire UK snack company Graze, marking a major growth step for the eco-conscious firm.
- Laing describes the acquisition as a “massive moment,” highlighting Graze’s influence on healthier snacking in the UK.
Key Facts:
- The deal, involving Katjes International and Unilever, is expected to be completed in the first half of 2026.
- Graze, founded in 2005 and acquired by Unilever in 2019, will now operate under Candy Kittens and Katjes to unlock its full potential.
Background:
Jamie Laing’s vegan sweets brand Candy Kittens is preparing to acquire well-known UK snack company Graze in a deal involving its parent company and consumer goods giant Unilever. The transaction, led by German firm Katjes International, is expected to close in the first half of 2026, with financial terms undisclosed.
The sale marks another step in Unilever’s ongoing plan to streamline its portfolio and prioritise its core personal care and beauty lines. The company said it aims to sharpen its catalogue by focusing on condiments and other packaged products while trimming under-performing divisions.
Founded in 2005, Graze started as an online subscription service offering healthy and nut-based snacks before expanding into major retailers. Unilever bought the brand in 2019 for roughly £100 million, but recent years have seen a decline in performance. The firm now believes Graze’s potential will be “better realised under new ownership” through Katjes and Candy Kittens, citing their strong consumer-goods expertise.
Jamie Laing said Graze has changed the way Britain thinks about healthy snacking and called the acquisition a “massive moment” for his eco-conscious business. Reflecting on the milestone, he noted that Candy Kittens once dreamed of being bought by a company like Unilever, yet now finds itself on the buying side.
Unilever CEO Fernando Fernandez, who took charge in March, has outlined a broader restructuring plan that includes divesting food brands to support the company’s turnaround strategy. Earlier this year, Unilever sold The Vegetarian Butcher and acquired several cosmetics brands. Unilever is planning to separate its ice cream business, which owns well-known brands like Magnum, Ben & Jerry’s, and Walls.
Laing, known for his appearances on Made in Chelsea and Strictly Come Dancing, continues to expand his brand’s footprint as Candy Kittens positions itself for new growth with the Graze acquisition.
