British snack aisles are set for a shake-up as Unilever, one of the world’s largest consumer goods companies, has agreed to sell its healthier snacking brand Graze to German confectionery giant Katjes International, with the brand joining the UK’s rapidly growing Candy Kittens group. The deal, expected to close in the first half of 2026, marks a major shift in the UK’s snack landscape and signals a renewed focus on healthy snacking amid changing consumer tastes.
The transaction, announced by Unilever and confirmed by both Katjes International and Candy Kittens, will see Graze—long known for its nut-based, health-oriented snacks—move from the portfolio of a multinational conglomerate to a more specialized, hands-on ownership structure. The financial terms remain undisclosed, but industry insiders note that Unilever originally snapped up Graze for around £100-£150 million back in 2019, hoping to tap into the then-booming direct-to-consumer (DTC) market.
Graze’s journey has been anything but ordinary. Founded in 2005 as a mail-order snack box service, the brand quickly built a loyal following among health-conscious consumers. It later expanded into UK supermarkets, broadening its reach but also entering a fiercely competitive snack bar market. According to BBC News, Unilever’s 2019 acquisition was meant to boost its share of the DTC space, but that market has since contracted, with shoppers returning to more traditional retail channels. As retail analyst Jonathan De Mello put it, Graze became “a bit of a money sink” for Unilever, and the brand’s sales have fallen in recent years as supermarket own-label products and rivals gained ground.
Unilever’s new CEO, Fernando Fernandez, who took the reins in March, has been moving quickly to streamline the company’s sprawling food portfolio. In a statement, Unilever said it would focus on condiments, cooking aids, and mini meals—categories where it has “proven capabilities anchored in large global brands”—and prune its holdings elsewhere. Graze, with its standalone manufacturing facility and distinct proposition, simply no longer fit the bill.
“Graze is an innovative healthier snacking brand, with a dedicated standalone manufacturing facility, and has a distinct proposition from Unilever’s other foods brands,” Unilever said in an official statement. The company added that Graze’s “good potential for future growth and development… will be better realised under new ownership by Katjes International, and the Candy Kittens Group.”
For Candy Kittens, founded by British TV personality Jamie Laing and business partner Edward Williams, the acquisition is nothing short of a milestone. Their eco-conscious, vegan sweets brand has grown from a niche player to a recognized force in UK confectionery. Laing, known for his appearances on Made in Chelsea and Strictly Come Dancing, was candid about the significance of the deal. “When we started out, the thought of a company like Unilever buying our business was the dream. Today we're the ones buying a business from them. The tables have turned,” he wrote online, calling it a “massive moment” for Candy Kittens.
Laing’s enthusiasm for Graze is clear. “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,” he said, as reported by industry sources. For Laing, Graze is “perfect” for Candy Kittens’ plans for growth, stretching the company’s reach from indulgent vegan treats into the rapidly expanding healthy snacks segment.
Katjes International, meanwhile, brings a wealth of experience in the European confectionery market. Bastian Fassin, managing shareholder of Katjes, echoed Laing’s optimism: “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.”
The acquisition comes at a pivotal time for the snack industry. According to Innova Market Insights, about a third of global consumers have increased their consumption of better-for-you snacks in the past year, while demand for traditional sweet and savory snacks is waning. Health now ranks among the top three considerations for snacks at lunch, in the afternoon, and on the go. The healthy snacking category is seeing explosive growth in protein-rich, plant-based, reduced-sugar, and low-sodium options. Snack launches with high or source of protein claims have grown at a 26.2% compound annual rate over the three years ending June 2023, and there’s been a notable surge in rice- and vegetable-based snacks as consumers seek cleaner labels.
Traditional snack giants are feeling the pinch. PepsiCo, for example, shuttered several Frito-Lay facilities in the US in 2025, a reflection of shifting consumer habits. Meanwhile, Graze’s direct-to-consumer model, once central to its identity, was scaled back under Unilever, leaving it vulnerable to supermarket competition and eroding its unique market position. Jonny Forsyth, food and drink principal strategist at Mintel, told BBC News the deal “stretches Candy Kittens from indulgence into healthy snacks—the latter will experience significant growth over the next decade.”
Profit margins for snack bars have also come under pressure due to rising costs for ingredients like cocoa, wheat, and nuts. This squeeze has made flexibility and innovation more important than ever, something smaller, more agile brands like Candy Kittens and Katjes hope to capitalize on. As De Mello noted, “a more hands-on approach” could benefit Graze, and a smaller business like Candy Kittens may be better positioned to provide it.
Unilever’s broader strategy includes divesting other non-core food brands. In addition to Graze, the company has sold The Vegetarian Butcher this year and is preparing to spin off its ice cream division, which includes household names like Magnum, Ben & Jerry’s, and Walls. The company’s focus is now squarely on its “three core categories” and its food service arm, Unilever Food Solutions.
As for Graze, the consensus among industry observers is that its future looks brighter under the stewardship of Katjes International and Candy Kittens. Georgina Bradford, UKI Foods general manager at Unilever, summed up the transition: “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 a dedicated focus on its healthier snacking mission.”
With consumer demand for healthier snacks on the rise and the market in flux, all eyes will be on how this new partnership navigates the challenges ahead. For Jamie Laing and the teams at Candy Kittens and Katjes International, the deal is more than just a business transaction—it’s a chance to redefine what healthy snacking means for millions of Brits.
