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In a move to streamline its portfolio, Unilever has announced the sale of its healthier snacking brand, Graze, to Katjes International, the parent company of the popular candy brand Candy Kittens.

The transaction, which is expected to close in the first half of 2026, marks Unilever's continued effort to refocus its business strategy away from certain food segments toward beauty and wellness products.

Unilever acquired Graze in 2019 as part of its expansion into the health-conscious snack market. Since then, the brand has evolved from a primarily direct-to-consumer model to a robust presence in UK retail, achieving notable profitability and growth.

Under Unilever’s stewardship, Graze has undergone a rebranding effort, enhancing its visual identity to attract a broader consumer base.

Georgina Bradford, general manager of UKI Foods at Unilever, said: “Graze has redefined healthy snacking with innovations that prioritise nutrition without compromising on taste. We believe it is now well-positioned for its next phase of growth under Katjes International, which will provide the dedicated focus necessary to advance its mission.”

Katjes International, known for its commitment to producing high-quality confections, sees the acquisition of Graze as a strategic fit within its portfolio.

Bastian Fassin, managing shareholder of Katjes, stated: “Graze is a leading healthy snacking brand in the UK. Its strong brand awareness aligns perfectly with our strategy to grow consumer-centric brands that resonate with health-conscious consumers.”

Jamie Laing, founder of Candy Kittens, added: “Graze changed the way the UK thinks about healthier snacking. I am excited about the potential to further develop this innovative brand.”

Unilever has indicated plans to divest other historic food brands as it seeks to concentrate on high-growth categories such as condiments and meal solutions. This pivot reflects an evolving marketplace where consumer preferences are shifting towards health and wellness.

While financial terms of the agreement remain undisclosed, the sale of Graze is expected to enhance Katjes International’s portfolio and strengthen its position in the competitive healthy snacking segment.