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Unilever sells healthy-snack brand Graze to Katjes International
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Wednesday, 03 December, 2025, 16 : 00 PM [IST]
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London, UK
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In a major restructuring of its food business, Unilever has agreed to sell its UK-based healthier snacking brand Graze to Katjes International, the parent company of candy brand Candy Kittens. Under the deal, Graze will become part of the Candy Kittens group, in a bid to rejuvenate the snack brand’s growth under more focused ownership.
Acquired by Unilever in 2019 for £150 million when it was primarily operating via direct-to-consumer subscriptions — Graze expanded into UK retail stores during its tenure. The brand also underwent a refresh of its visual identity and gained some profitability under the multinational’s oversight.
However, Graze fell outside Unilever’s redefined strategic focus, which now prioritises three core global food categories that is condiments, cooking aids & mini-meals, and the institutional–foodservice arm, Unilever Food Solutions. The decision to divest Graze marks another step in the company’s shift away from standalone snack brands.
“Graze has transformed into a retail-focused brand which continues to redefine healthy snacking with innovations that stay a step ahead on nutrition, never compromise on taste, and remain true to its distinctive and much-loved style,” said the UK & Ireland Foods general manager at Unilever.
For Katjes International and Candy Kittens, the acquisition is seen as a strategic fit. According to Katjes’ managing shareholder, Graze’s brand awareness and positioning in the healthy-snacking segment align with the company’s plan to grow consumer brands across Europe.
The takeover will include Graze’s full brand and product portfolio, its standalone manufacturing facility in London, and transfer of around 200 employees. The deal is anticipated to be completed in the first half of 2026, subject to regulatory and customary closing conditions.
The sale comes at a time when consumer interest in healthier snacks is growing sharply. Data indicate that globally, roughly one-third of consumers have increased consumption of better-for-you snacks over the past year, while demand for traditional sweet and savoury snacks is weakening.
With this move, Unilever appears to be recalibrating its portfolio to focus on scale and strategic alignment, while Katjes and Candy Kittens are doubling down on growth in the burgeoning health-conscious snacking market.
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