Unilever has taken another step in refocusing its business, confirming the sale of its healthy snacking label Graze to Katjes International, the company behind Candy Kittens.
Expected to close in early 2026, the transaction highlights Unilever’s broader strategic pivot, as the company steps back from parts of its food portfolio to invest more heavily in beauty and wellness.
When Unilever purchased Graze in 2019, it was aiming to tap into the booming health-minded snack category. The brand has since evolved from its D2C beginnings into a major UK retail player, recording strong growth and consistent profitability.
Under Unilever’s ownership, Graze refreshed its branding, updating its visual identity to appeal to a wider audience.
Georgina Bradford, general manager of UKI Foods at Unilever, said: “Graze has redefined healthy snacking with innovations that prioritise nutrition without compromising on taste. We believe it is now well-positioned for its next phase of growth under Katjes International, which will provide the dedicated focus necessary to advance its mission.”
Katjes International, recognised for its focus on high-quality confections, views the acquisition of Graze as a strong strategic addition to its portfolio.
Bastian Fassin, managing shareholder of Katjes, stated: “Graze is a leading healthy snacking brand in the UK. Its strong brand awareness aligns perfectly with our strategy to grow consumer-centric brands that resonate with health-conscious consumers.”
Jamie Laing, founder of Candy Kittens, added: “Graze changed the way the UK thinks about healthier snacking. I am excited about the potential to further develop this innovative brand.”
Unilever has signalled that more legacy food brands may be sold as it sharpens its focus on high-growth areas like condiments and meal solutions. The move reflects a market increasingly shaped by consumer interest in health and wellness.
Although the financial details were not disclosed, the acquisition of Graze is expected to bolster Katjes International’s portfolio and reinforce its position in the competitive healthy snacking market.
