British snack brand Graze to be sold to Jamie Laing’s Candy Kittens

Candy Kittens, the vegan sweets brand from British TV personality Jamie Laing, is acquiring snack company Graze in a deal between the former’s parent company and packaged goods giant Unilever.

The next deal with German company Katjes International is expected to be completed in the first half of 2026 for an undisclosed sum.

The sale of Graze, a popular nut and snack brand in the UK, marks the latest effort by Unilever to shed underperforming brands in its line-up and prioritize its beauty and personal care products.

Unilever said on Monday it will focus on producing condiments and other packaged products to “fine-tune” its product portfolio, which will mean “trimming the portfolio where relevant.”

Graze was founded in 2005 as an internet-based snack delivery service that sold healthy and often nut-based treats. Little by little it began to be sold in supermarkets and retailers.

In 2019, it was acquired by Unilever, reportedly for around £100 million ($132 million), but has underperformed and sales have fallen in recent years.

Now its future will be “better realized under new ownership” by Katjes and Candy Kittens of Laing, given their expertise in consumer goods, Unilever said in its statement.

Laing said Graze has changed the way the UK thinks about healthier snacks and is “perfect” for Candy Kittens’ growth plans.

Laing has presented shows on the BBC and is known for his roles in the reality show Made in Chelsea and Strictly Come Dancing.

The deal is a “big moment” for his eco-conscious company, which sells vegan treats, Laing said online.

“When we started, the dream was that a company like Unilever would buy our business. Today we are the ones who buy a business from them. The tables have turned,” he said.

Unilever Chief Executive Fernando Fernandez outlined plans to sell the company’s food brands as part of efforts to fund the company’s recovery after he took over in March.

Among the other food brands the UK-based consumer goods giant has sold this year is The Vegetarian Butcher. It acquired cosmetics companies such as Wild.

As part of its revamp, the owner of Marmite and Dove soaps will also spin off its ice cream division, which offers such well-known brands as Magnum, Ben & Jerry’s and Walls.