London, December 02, 2025
Jamie Laing’s Candy Kittens is set to acquire UK snack brand Graze from Unilever, with the deal expected to close in the first half of 2026. The acquisition aims to combine Candy Kittens’ vegan confectionery expertise with Graze’s position in the healthy snacking market, marking a significant industry move.
Acquisition Details
Candy Kittens, the vegan sweets company founded by British TV personality Jamie Laing, will purchase Graze from Unilever. The transaction will be executed via Katjes International, the German parent company of Candy Kittens. Unilever acquired Graze in 2019 but is now divesting the brand to focus on its core condiments and packaged foods segments.
The deal is expected to finalize by mid-2026, reflecting a strategic realignment by both the buyer and the seller in the evolving consumer snack landscape.
Company Backgrounds
Graze is a recognized UK brand known for its portfolio of healthy snack bars and nuts. Under Unilever’s ownership since February 2019, Graze shifted its model from direct-to-consumer to a prominent retail presence, achieving improved profitability and market reach.
Candy Kittens, established by Jamie Laing, has built its reputation on gourmet vegan confectionery products. The acquisition signifies Candy Kittens’ expansion from sweets into the broader healthy snacking category.
Industry Context
Unilever’s decision to sell Graze fits within a wider trend of large consumer goods firms streamlining portfolios to concentrate on key brands and categories. Meanwhile, the snack and confectionery sector continues to consolidate, responding to rising consumer demand for health-conscious and plant-based options.
This transaction highlights the increasing value placed on brands specializing in vegan and healthy foods, signaling strategic shifts within the UK and broader European snack markets.
Jamie Laing’s Perspective
Jamie Laing commented on the acquisition, stating, “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.”
Industry Implications
By bringing together Candy Kittens’ vegan confectionery and Graze’s healthy snack expertise, the merged entity is positioned to become a notable player in the UK snacks market. This move reflects the broader market dynamics emphasizing healthier, more specialized products as consumer preferences continue to evolve.
The acquisition, finalizing in 2026, is likely to influence competitive strategies across the snack and confectionery sector as companies adapt to rapidly changing health and sustainability trends.