Unilever sells Graze to Katjes International
Unilever has announced an agreement to sell Graze, the healthier snacking brand it acquired in 2019, to Katjes International and the Candy Kittens Group. The transaction, expected to complete in the first half of 2026, marks a significant shift in Unilever’s portfolio strategy as it seeks to streamline its focus on specific global power categories.
The Evolution Under Unilever Since Unilever purchased Graze in 2019, the brand has undergone a substantial transformation. Originally known as a direct-to-consumer subscription service, Graze has evolved into a retail-focused powerhouse with a strong presence in UK supermarkets. Under Unilever’s stewardship, the brand updated its visual identity to attract contemporary shoppers, improved its profitability, and delivered consistent growth within the retail channel.
Despite Graze’s successful pivot to retail and improved performance, Unilever is divesting the brand to align with a broader corporate strategy. Unilever’s current objective is to ensure consistent, top-tier performance by relentlessly focusing on three specific global categories where it holds “power brands” such as condiments, cooking aids & mini meals and Unilever Food Solutions.
Unilever is honing its portfolio to prioritise long-term development and scalability in these specific areas. As part of this “pruning” process, brands that do not fit these core categories — regardless of their individual success — are being divested. Graze, with its dedicated standalone manufacturing facility and distinct proposition as a snacking brand, falls outside of Unilever’s tightened strategic focus.
The brand is moving to owners with a more complementary focus. Katjes International and the Candy Kittens Group possess specific category expertise that is expected to unlock Graze’s next phase of growth.
Georgina Bradford, Unilever’s UKI Foods general manager, noted that Graze is well-positioned for the future, having redefined healthy snacking through innovation and nutrition. She expressed confidence that the brand’s potential will be “best unlocked” under the new ownership, which can provide a dedicated focus on the healthier snacking mission.
The buyers view the acquisition as a strategic victory. Bastian Fassin, managing shareholder of Katjes International, described Graze as a “perfect fit” for their strategy of growing strong consumer brands, citing Graze’s strong awareness and positioning in the UK market. Similarly, Jamie Laing, founder of Candy Kittens, expressed enthusiasm for building upon the legacy of the brand that “changed the way the UK thinks about healthier snacking.”
While financial terms remain undisclosed, the deal represents a clear example of strategic portfolio management: Unilever is exiting a successful but non-core business to double down on its global power categories, while Graze moves to a specialised home better suited to its snacking DNA.
