UK snack model Graze to be offered to Jamie Laing’s Candy Kittens | EUROtoday

British TV persona Jamie Laing’s vegan sweets model Candy 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 International is predicted to be accomplished within the first half of 2026 for an undisclosed sum.

The sale of Graze, a well-liked 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 sweetness merchandise.

Unilever mentioned on Monday that it’ll concentrate on producing condiments and different packaged merchandise to “sharpen” its catalogue of products, which can imply “pruning the portfolio where relevant”.

Graze was based in 2005 as an internet-based snack supply service promoting wholesome and sometimes nut-based treats. It regularly 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 lately.

Now, its future shall be “better realised under new ownership” by Katjes and Laing’s Candy Kittens Group, given their experience in client items, mentioned Unilever in its assertion.

Laing mentioned that Graze has modified the best way the UK thinks about more healthy snacking and is “perfect” for Candy Kittens’ plans for development.

Laing has hosted applications on the BBC and is understood for his roles within the actuality present Made in Chelsea and Strictly Come Dancing.

The deal is a “massive moment” for his eco-conscious agency, which sells vegan treats, Laing mentioned on-line.

“When we started out, the thought of a company like Unilever buying our business was the dream. Today we’re the ones buying a business from them. The tables have turned,” he mentioned.

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 opposite meals manufacturers the UK-based client items big has offered off this 12 months 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 Walls as a part of its overhaul.