Unilever selling Graze to Katjes International - summary
- Unilever sells snack brand Graze to German firm Katjes International
- Graze joins Candy Kittens group after struggling under Unilever ownership
- Unilever bought Graze for £150m in 2019 but failed to grow brand
- Katjes sees Graze as strong fit for its consumer brand growth strategy
- Deal signals renewed focus on healthy snacking and confectionery market
Unilever has announced the sale of snack brand Graze to German confectionery company Katjes International.
Graze will sit in the Candy Kittens group.
Graze struggles
Unilever acquired Graze for £150m (€170m) back in 2019, but the deal proved unsuccessful for both, pushing new CEO Fernando Fernandez to put it up for sale earlier this year.
“Graze is an innovative healthier snacking brand, with a dedicated standalone manufacturing facility, and has a distinct proposition from Unilever’s other foods brands,” said Unilever in a statement. “Graze has good potential for future growth and development, which will be better realised under new ownership by Katjes International, and the Candy Kittens Group.”
“With its strong brand awareness and strategic positioning, Graze is a perfect fit for our strategy to continue growing with strong consumer brands,” agreed Bastian Fassin, managing shareholder of Katjes International.
“I’m excited about this project and grateful for the opportunity to continue building the Graze brand,” added Jamie Laing, founder of sweets brand Candy Kittens.
Graze and Candy Kittens
The acquisition marks a new chapter for Graze, which has faced challenges under Unilever’s ownership but remains a well-recognised name in the healthy snacking space.
With Katjes International’s track record in confectionery and Candy Kittens’ growing influence in the confectionery market, the deal signals a renewed focus on innovation and brand-building.
Industry watchers will be keen to see whether this partnership can unlock Graze’s potential and reinvigorate its position in the competitive snacking category.
