Graze Snacking Brand Acquired by Candy Kittens Group & Katjes
The healthy snacking brand Graze has been sold to a partnership between Katjes international and Candy Kittens Group, marking a significant shift for the company after a period of underperformance under Unilever‘s ownership. Originally acquired by Unilever in 2018 for approximately £100 million (roughly $132 million at the time), Graze experienced declining sales in recent years.
This sale represents a strategic move by Unilever as it streamlines its portfolio to fund a broader company turnaround. Unilever’s new CEO, Fernando Fernandez, announced plans to divest several food brands earlier this year, including The Vegetarian Butcher and recently, cosmetics company Wild.
A New Chapter for Graze
The future of graze now rests with Candy Kittens, known for its vibrant and innovative confectionery, and Katjes, a global player in the confectionery and snacking industry. Unilever believes this new ownership will unlock Graze’s full potential, leveraging the expertise of these consumer goods specialists.
Jamie Laing, founder of Candy Kittens, expressed enthusiasm for the acquisition. He highlighted Graze’s impact on the UK snacking landscape, noting it “changed the way the UK thinks about healthier snacking” and perfectly aligns with Candy Kittens’ growth ambitions.
From Dream to Reality for Candy Kittens
Laing shared a personal reflection on the deal, emphasizing its symbolic importance for his company. He recounted how acquiring a business from a giant like Unilever was once a distant aspiration. Now, the tables have turned, representing a “massive moment” for his eco-conscious, vegan-treat focused firm.
This acquisition isn’t just about business; it’s about a shift in perspective. Laing’s journey, which includes appearances on popular BBC programs and the reality show Made in chelsea and Strictly Come Dancing, underscores a growing trend of entrepreneurs challenging established industry norms.
unilever’s Portfolio Restructuring
Unilever’s decision to sell Graze is part of a larger restructuring plan. The company is also preparing to spin off its ice cream division, home to iconic brands like Magnum, Ben & Jerry’s, and Walls. This strategic overhaul aims to refocus Unilever’s resources and drive future growth.
Key Takeaways:
* Graze, a once-promising healthy snack brand, has been acquired by Katjes International and Candy Kittens Group.
* Unilever is actively divesting food brands to fund a company-wide turnaround.
* Candy Kittens founder Jamie Laing views the acquisition as a significant milestone for his company and a testament to the changing dynamics of the consumer goods industry.
* Unilever’s broader restructuring includes the planned spin-off of its ice cream division.
This acquisition signals a dynamic shift in the snacking industry, with established players reassessing their portfolios and innovative brands seizing new opportunities. You can expect to see continued evolution in the healthy snacking space as Candy Kittens and Katjes work to revitalize the Graze brand and expand its reach.