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Jamie Laing, a British television personality, is expanding his vegan confectionery brand, Candy Kittens, through the planned acquisition of the snack company Graze. This transaction involves Candy Kittens’ parent company and the multinational conglomerate Unilever, with the deal expected to conclude in the first half of 2026. The precise financial details of the agreement remain undisclosed. The acquisition will be executed alongside German company Katjes International.
Graze, a brand well recognized in the UK for its healthy snack offerings, particularly nuts and bars, has been part of Unilever’s portfolio since it was purchased in 2019 for approximately £100 million ($132 million). Originally launched in 2005 as an online snack delivery service focused on nutritious, often nut-based products, Graze expanded into supermarkets and retail over time. However, its performance has declined in recent years, prompting Unilever to reconsider its strategy toward underperforming food brands.
Unilever has announced a strategic shift, prioritizing its core personal care and beauty divisions while streamlining its product range. The company emphasized that this would involve “pruning the portfolio where relevant,” focusing more on condiments and other packaged goods. Unilever’s CEO, Fernando Fernandez, who began his role in March, is steering this transformation, which includes divesting several food brands, such as The Vegetarian Butcher, and acquiring cosmetics companies like Wild. Additionally, Unilever plans to spin off its ice cream division, home to prominent brands like Magnum, Ben & Jerry’s, and Walls.
Regarding the acquisition, Unilever expressed confidence that Graze’s future would be “better realised under new ownership” with Katjes International and Candy Kittens, leveraging their consumer goods expertise. Jamie Laing highlighted Graze’s impact on promoting healthier snacking habits in the UK and described the acquisition as a “massive moment” for Candy Kittens, an eco-conscious company selling vegan products. Reflecting on the deal, Laing noted the role reversal from when Unilever acquired Candy Kittens to now Candy Kittens purchasing a business from Unilever, signaling significant growth for his company
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