Unilever has agreed to sell its healthier snacking brand Graze to Katjes International and the Candy Kittens Group, marking another step in its strategy to refine and focus its global Foods portfolio. The transaction, subject to regulatory approvals, is expected to be completed in the first half of 2026. Financial details remain undisclosed.
Unilever originally acquired Graze in 2019, bringing the brand’s personalised, data-driven snacking concept under its umbrella. Since then, Graze has evolved from a predominantly direct-to-consumer model into a mainstream retail brand, with a stronger presence across UK shelves and refreshed branding to strengthen market appeal. During this period, the business improved profitability and continued to grow in the retail segment.
The divestment aligns with Unilever’s commitment to prioritise categories where it can build high-scale global leadership, specifically in Condiments, Cooking Aids & Mini Meals, and Unilever Food Solutions. While Graze remains a strong performer with a standalone manufacturing operation and loyal consumer base, it no longer aligns with the company’s long-term portfolio ambitions.
Unilever leaders emphasised confidence that Graze’s next phase of growth will be better supported under ownership fully dedicated to the snacking category. Katjes International and Candy Kittens echoed this sentiment, highlighting Graze’s strong brand equity, health-led positioning, and potential for accelerated innovation.
Once completed, the acquisition will position Graze within a broader ecosystem of snacking brands, setting the stage for its next growth chapter.
