Unilever has announced the sale of Graze, a healthy snack brand acquired in 2019, to Katjes International and the Candy Kittens Group. The transaction, slated for completion in the first half of 2026, is a strategic pivot in Unilever’s portfolio management, concentrating on specific global power categories.
Since its acquisition by Unilever, Graze has transformed significantly. Initially known for its direct-to-consumer subscription model, Graze has become a prominent player in UK retail. Under Unilever’s guidance, the brand enhanced its visual appeal, profitability, and sustained growth within the retail sector.
Despite Graze’s successful retail transition, Unilever’s decision to divest aligns with its broader strategy. The company is concentrating on three global categories where it leads with “power brands,” such as condiments, cooking aids, and Unilever Food Solutions. This strategic focus involves divesting brands that, while successful, are not aligned with these core areas.
Graze will transition to owners with a more aligned focus. Katjes International and the Candy Kittens Group bring expertise expected to drive Graze’s next growth phase. Georgina Bradford, Unilever’s UKI Foods general manager, highlighted Graze’s position in redefining healthy snacking and expressed confidence in the new ownership’s ability to further its mission.
The acquisition is seen as a strategic win by the buyers. Bastian Fassin, managing shareholder of Katjes International, called Graze a “perfect fit” for their strategy of expanding strong consumer brands, while Jamie Laing, founder of Candy Kittens, expressed eagerness to build on Graze’s legacy in the healthier snacking sector.
Though financial details remain undisclosed, this transaction exemplifies strategic portfolio management. Unilever exits a successful yet non-core business to concentrate on its global power categories, while Graze finds a specialised home more attuned to its snacking focus.
