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

Osmond ChiaBusiness reporterGetty ImagesCandy Kittens co-founders Jamie Laing and Edward WilliamsBritish TV persona Jamie Laing’s vegan sweets model Sweet Kittens is ready to amass snack firm Graze in a deal between the previous’s dad or mum firm and packaged items big Unilever.The upcoming take care of German agency Katjes Worldwide is anticipated to be accomplished within the first half of 2026 for an undisclosed sum.The sale of Graze, a preferred nuts and snack bar model within the UK, marks Unilever’s newest effort to dump under-performing manufacturers in its line-up and prioritise its private care and wonder merchandise.Unilever stated on Monday that it’ll deal with producing condiments and different packaged merchandise to “sharpen” its catalogue of products, which is able to imply “pruning the portfolio the place related”.Graze was based in 2005 as an internet-based snack supply service promoting wholesome and infrequently nut-based treats. It steadily started to promote in supermarkets and retailers.In 2019, it was acquired by Unilever, reportedly for round £100m ($132m), however has under-performed, with gross sales falling in recent times.Now, its future might be “higher realised beneath new possession” by Katjes and Laing’s Sweet Kittens Group, given their experience in client items, stated Unilever in its assertion.Laing stated that Graze has modified the best way the UK thinks about more healthy snacking and is “excellent” for Sweet Kittens’ plans for development.Laing has hosted applications on the BBC and is thought for his roles within the actuality present Made in Chelsea and Strictly Come Dancing.Permit Instagram content material?This text accommodates content material offered by Instagram. We ask in your permission earlier than something is loaded, as they could be utilizing cookies and different applied sciences. You could need to learn  and  earlier than accepting. To view this content material select ‘settle for and proceed’.Settle for and continueThe deal is a “huge second” for his eco-conscious agency, which sells vegan treats, Laing stated on-line.”After we began out, the considered an organization like Unilever shopping for our enterprise was the dream. Right this moment we are the ones shopping for a enterprise from them. The tables have turned,” he stated.Unilever chief govt Fernando Fernandez outlined plans to divest the agency’s meals manufacturers as a part of efforts to fund the corporate’s turnaround, after he stepped into the position in March.Among the many different meals manufacturers the UK-based client items big has offered off this yr is The Vegetarian Butcher. It acquired cosmetics firms like Wild.The Marmite- and Dove soap-owner can be set to spin off its ice cream division which carries model like well-known manufacturers like Magnum, Ben & Jerry’s and Partitions as a part of its overhaul.