{"id":3223943,"date":"2025-12-02T11:37:42","date_gmt":"2025-12-02T12:37:42","guid":{"rendered":"https:\/\/ur1stop.com\/blog\/?p=3223943"},"modified":"2025-12-03T09:24:16","modified_gmt":"2025-12-03T09:24:16","slug":"jamie-laings-candy-kittens-to-acquire-uk-snack-brand-graze","status":"publish","type":"post","link":"https:\/\/ur1stop.com\/blog\/2025\/12\/02\/jamie-laings-candy-kittens-to-acquire-uk-snack-brand-graze\/","title":{"rendered":"Jamie Laing&#039;s Candy Kittens to acquire UK snack brand Graze"},"content":{"rendered":"<div data-component=\"byline-block\" class=\"sc-3b6b161a-0 dPVOKT\">\n<div data-testid=\"byline-new\" class=\"sc-573fa0e8-0 bWRWzH\">\n<div class=\"sc-573fa0e8-1 bNZQpT\"><time datetime=\"2025-12-02T12:37:42.949Z\" class=\"sc-573fa0e8-2 diehpQ\">21 hours ago<\/time><\/p>\n<p><button disabled type=\"button\" aria-label=\"Share\" class=\"sc-28fdc07f-2 sc-28fdc07f-5 sc-28fdc07f-6 fQbEOM dSGHyC kuBZLr\"><span data-testid=\"button-icon-wrapper\" class=\"sc-28fdc07f-0 sjpOl\"><\/span><span data-testid=\"button-text\" aria-hidden=\"false\" class=\"sc-28fdc07f-1 fpFxhF\">Share<\/span><\/button><button disabled type=\"button\" aria-label=\"Save\" data-action=\"save\" class=\"sc-28fdc07f-2 sc-28fdc07f-5 sc-28fdc07f-6 ejnpYO dWrhlh kycDtY\"><span data-testid=\"button-icon-wrapper\" class=\"sc-28fdc07f-0 sjpOl\"><\/span><span data-testid=\"button-text\" aria-hidden=\"false\" class=\"sc-28fdc07f-1 fpFxhF\">Save<\/span><\/button><\/p>\n<\/div>\n<p><span data-testid=\"byline-new-contributors\" class=\"sc-573fa0e8-11 cOQNNv\" readability=\"1\"><\/p>\n<div data-testid=\"byline-new-contributors-contributor-0\" class=\"sc-573fa0e8-5 gXJgDY\" readability=\"7\">\n<p><span class=\"sc-573fa0e8-7 gqeTMs\">Osmond Chia<\/span><span data-testid=\"byline-new-contributors-contributor-0-role-location\" class=\"sc-573fa0e8-8 bIfajQ\">Business reporter<\/span><\/p>\n<\/div>\n<p><\/span><\/p>\n<p><button disabled type=\"button\" aria-label=\"Share\" class=\"sc-28fdc07f-2 sc-28fdc07f-5 sc-28fdc07f-6 fQbEOM dSGHyC kuBZLr\"><span data-testid=\"button-icon-wrapper\" class=\"sc-28fdc07f-0 sjpOl\"><\/span><span data-testid=\"button-text\" aria-hidden=\"false\" class=\"sc-28fdc07f-1 fpFxhF\">Share<\/span><\/button><button disabled type=\"button\" aria-label=\"Save\" data-action=\"save\" class=\"sc-28fdc07f-2 sc-28fdc07f-5 sc-28fdc07f-6 ejnpYO dWrhlh kycDtY\"><span data-testid=\"button-icon-wrapper\" class=\"sc-28fdc07f-0 sjpOl\"><\/span><span data-testid=\"button-text\" aria-hidden=\"false\" class=\"sc-28fdc07f-1 fpFxhF\">Save<\/span><\/button><\/p>\n<\/div>\n<\/div>\n<figure>\n<div data-component=\"image-block\" class=\"sc-3b6b161a-0 gtLOOD\">\n<div data-testid=\"hero-image\" class=\"sc-5340b511-1 cMIbKV\"><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns='http:\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%20370%20247'%3E%3C\/svg%3E\" data-lazy-src=\"https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/grey-placeholder-1.png\" class=\"zeen-lazy-load-base zeen-lazy-load sc-5340b511-0 gUePlo hide-when-no-script\" aria-label=\"image unavailable\" \/><noscript><img decoding=\"async\" src=\"https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/grey-placeholder-1.png\" class=\"sc-5340b511-0 gUePlo hide-when-no-script\" aria-label=\"image unavailable\" \/><\/noscript><img decoding=\"async\" sizes=\"(min-width: 1280px) 50vw, (min-width: 1008px) 66vw, 96vw\" srcset=\"https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg.webp 240w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-1.webp 320w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-2.webp 480w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-3.webp 640w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-4.webp 800w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-5.webp 1024w, https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-6.webp 1536w\" src=\"https:\/\/ur1stop.com\/blog\/wp-content\/uploads\/2025\/12\/df40bae0-cf50-11f0-8c06-f5d460985095.jpg-2.webp\" loading=\"eager\" alt=\"Getty Images Candy Kittens co-founders Jamie Laing and Edward Williams pose with the company&#039;s products\" class=\"sc-5340b511-0 hLdNfA\" \/><span class=\"sc-5340b511-2 jVqbAn\">Getty Images<\/span><\/div>\n<\/div>\n<\/figure>\n<div data-component=\"text-block\" class=\"sc-3b6b161a-0 dPVOKT\" readability=\"22\">\n<p class=\"sc-9a00e533-0 eZyhnA\">British TV personality Jamie Laing&#8217;s vegan sweets brand Candy Kittens is set to acquire snack company Graze in a deal between the former&#8217;s parent company and packaged goods giant Unilever.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">The upcoming deal with German firm Katjes International, Candy Kittens&#8217; parent company, is expected to be completed in the first half of 2026 for an undisclosed sum.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">The sale of Graze, a popular nuts and snack bar brand in the UK, marks Unilever&#8217;s latest effort to offload under-performing brands in its line-up.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Unilever said on Monday that it will focus on condiments and other packaged products to &#8220;sharpen&#8221; its catalogue of goods, which will mean &#8220;pruning the portfolio where relevant&#8221;.<\/p>\n<\/div>\n<div data-component=\"text-block\" class=\"sc-3b6b161a-0 dPVOKT\" readability=\"25.388594164456\">\n<p class=\"sc-9a00e533-0 eZyhnA\">Graze was founded in 2005 as an internet-based snack delivery service selling healthy and often nut-based treats. It gradually began to sell in supermarkets and retailers.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">In 2019, it was acquired by Unilever, <a target=\"_self\" href=\"https:\/\/www.bbc.com\/news\/business-47137678\" class=\"sc-f9178328-0 iCaRzc\">reportedly for around \u00a3100m ($132m)<\/a>, but has under-performed, with sales falling in recent years.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Now, its future will be &#8220;better realised under new ownership&#8221; by Katjes and Laing&#8217;s Candy Kittens Group, given their expertise in consumer goods, said Unilever in its <a target=\"_blank\" href=\"https:\/\/www.unilever.com\/news\/press-and-media\/press-releases\/2025\/unilever-sells-graze-to-katjes-international\/\" class=\"sc-f9178328-0 iCaRzc\">statement<\/a>.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Laing said that Graze has changed the way the UK thinks about healthier snacking and is &#8220;perfect&#8221; for Candy Kittens&#8217; plans for growth.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Laing has hosted programmes on the BBC and is known for his participation in the reality show Made in Chelsea and Strictly Come Dancing.<\/p>\n<\/div>\n<div data-component=\"social-block\" class=\"sc-3b6b161a-0 djqsWD\">\n<div class=\"sc-7f051686-1 khCTxk\" readability=\"8.0553935860058\">\n<h4 class=\"sc-7f051686-2 krFoTi\">Allow <!-- -->Instagram<!-- --> content?<\/h4>\n<div class=\"sc-7f051686-3 hlhENu\" readability=\"11.44\">This article contains content provided by <!-- -->Instagram<!-- -->. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. You may want to read&nbsp;&nbsp;and&nbsp;&nbsp;before accepting. To view this content choose&nbsp;<b>\u2018accept and continue\u2019<\/b>.<\/div>\n<p><button type=\"button\" aria-label=\"Accept and continue\" class=\"sc-28fdc07f-2 sc-28fdc07f-4 jumpKn eDJnTm\"><span data-testid=\"button-text\" aria-hidden=\"false\" class=\"sc-28fdc07f-1 fpFxhF\">Accept and continue<\/span><\/button><\/p>\n<\/div>\n<\/div>\n<div data-component=\"text-block\" class=\"sc-3b6b161a-0 dPVOKT\" readability=\"42.269151138716\">\n<p class=\"sc-9a00e533-0 eZyhnA\">The deal is a &#8220;massive moment&#8221; for his eco-conscious firm, which sells vegan treats, Laing said online.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">&#8220;When we started out, the thought of a company like Unilever buying our business was the dream. Today we&#8217;re the ones buying a business from them. The tables have turned,&#8221; he said.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Retail analyst Jonathan De Mello told BBC News that Graze had become &#8220;a bit of a money sink&#8221; for Unilever so it was not surprising that the brand was being spun off.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">&#8220;Unilever had originally planned the acquisition of Graze as a way of increasing their share of the DTC [direct-to-consumer] market, but this market has shrunk considerably in favour of traditional product purchasing, i.e. supermarkets,&#8221; Mr De Mello said.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">He added that &#8220;a more hands-on approach&#8221; could benefit Graze, which a smaller business like Candy Kittens could provide.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\"><a target=\"_blank\" href=\"https:\/\/www.thegrocer.co.uk\/analysis-and-features\/going-going-gone-trends-in-snack-bars-2025\/702331.article\" class=\"sc-f9178328-0 iCaRzc\">Profit margins for snack bars have fallen in recent years<\/a> as the cost of cocoa, wheat and nuts has climbed rapidly.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Unilever chief executive Fernando Fernandez outlined plans to divest the firm&#8217;s food brands as part of efforts to fund the company&#8217;s turnaround, after he stepped into the role in March.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">Among the other food brands the UK-based consumer goods giant has sold off this year is The Vegetarian Butcher. It acquired cosmetics companies like Wild.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">The Marmite- and Dove soap-owner is also set to spin off its ice cream division which carries well-known brands like Magnum, Ben &amp; Jerry&#8217;s and Walls as part of its overhaul.<\/p>\n<\/div>\n<div data-component=\"text-block\" class=\"sc-3b6b161a-0 dPVOKT\" readability=\"17\">\n<p class=\"sc-9a00e533-0 eZyhnA\">Jonny Forsyth, food and drink principal strategist at market research firm Mintel, said the deal &#8220;stretches Candy Kittens from indulgence into healthy snacks \u2013 the latter will experience significant growth over the next decade&#8221;.<\/p>\n<p class=\"sc-9a00e533-0 eZyhnA\">He said Graze&#8217;s direct-to-consumer model was &#8220;central&#8221; to its brand identity, but Unilever&#8217;s decision to scrap this led to the company &#8220;being overtaken by rivals, including supermarket own label products&#8221;.<\/p>\n<\/div>\n<div data-component=\"text-block\" class=\"sc-3b6b161a-0 dPVOKT\" readability=\"7\">\n<p class=\"sc-9a00e533-0 eZyhnA\"><i id=\"additional-reporting-by-ottilie-mitchell\" class=\"sc-d16436d-0 iVdNuz\">Additional reporting by Ottilie Mitchell<\/i><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>21 hours agoShareSaveOsmond ChiaBusiness reporterShareSaveGetty ImagesBritish TV personality Jamie Laing&#8217;s vegan sweets brand Candy Kittens is set to acquire snack company Graze in a deal between the former&#8217;s parent company and packaged goods giant Unilever.The upcoming deal with German firm Katjes International, Candy Kittens&#8217; parent company, is expected to be completed in the first half of 2026 for an undisclosed sum.The sale of Graze, a popular nuts and snack bar brand in the UK, marks Unilever&#8217;s latest effort to offload under-performing brands in its line-up.Unilever said on Monday that it will focus on condiments and other packaged products to &#8220;sharpen&#8221; its catalogue of goods, which will mean &#8220;pruning the portfolio where relevant&#8221;.Graze was founded in 2005 as an internet-based snack delivery service selling healthy and often nut-based treats. It gradually began to sell in supermarkets and retailers.In 2019, it was acquired by Unilever, reportedly for around \u00a3100m ($132m), but has under-performed, with sales falling in recent years.Now, its future will be &#8220;better realised under new ownership&#8221; by Katjes and Laing&#8217;s Candy Kittens Group, given their expertise in consumer goods, said Unilever in its statement.Laing said that Graze has changed the way the UK thinks about healthier snacking and is &#8220;perfect&#8221; for Candy Kittens&#8217; plans for growth.Laing has hosted programmes on the BBC and is known for his participation in the reality show Made in Chelsea and Strictly Come Dancing.Allow<\/p>\n","protected":false},"author":1,"featured_media":3223945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-3223943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/posts\/3223943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/comments?post=3223943"}],"version-history":[{"count":3,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/posts\/3223943\/revisions"}],"predecessor-version":[{"id":3223954,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/posts\/3223943\/revisions\/3223954"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/media\/3223945"}],"wp:attachment":[{"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/media?parent=3223943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/categories?post=3223943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ur1stop.com\/blog\/wp-json\/wp\/v2\/tags?post=3223943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}