Unilever Agrees To Sell Snacking Brand Graze To Katjes International

The transaction, subject to regulatory conditions, is expected to close in the first half of 2026.

The decision to sell the brand is part of Unilever’s strategy to streamline the business for long-term growth and scalability and includes pruning the portfolio where relevant.

The consumer goods giant is focusing on three global categories – condiments, cooking aids and mini meals, and Unilever Food Solutions – to achieve its goals.

Graze

Graze operates from a standalone manufacturing facility and has a distinct proposition from Unilever’s other food brands.

The brand has good potential for growth and development, which will be better realised under new ownership by Katjes International and the Candy Kittens Group, given their category expertise and complementary product portfolio, Unilever noted.

Georgina Bradford, general manager for foods UK & Ireland and Mini Meals Europe at Unilever, added, “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.

“The brand is now well positioned for its next phase of growth, which we are confident will be best unlocked under its new ownership with dedicated focus on its healthier snacking mission.”

Unilever acquired Graze in 2019 and helped the brand grow from a direct-to-consumer brand to one with a presence in UK retail stores and a contemporary visual identity.

The company transformed its profitability and continued to deliver growth in the retail channel under Unilever’s ownership.

‘A Perfect Fit’

Bastian Fassin, managing shareholder of Katjes International, stated, “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.”

Jamie Laing, founder of Candy Kittens, added, “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 project and grateful for the opportunity to continue building the Graze brand.”