Candy Kittens Sweetens Its Portfolio with Strategic Graze Acquisition

Jamie Laing’s vegan sweet brand, Candy Kittens, has agreed to buy the snack firm Graze. The deal will see Candy Kittens acquire Graze from the consumer goods giant Unilever. The acquisition is scheduled for completion in the first half of 2026. This move marks a significant shift in the UK’s competitive snack market.It represents a notable pivot for both companies. For Unilever, it is part of a strategic retreat from certain food brands. For Candy Kittens, it is a major step in building a portfolio of challenger brands. The deal underscores the growing influence of purpose-driven companies.

From Reality TV Dream to Industry Player

Candy Kittens was founded by Jamie Laing and Ed Williams in 2012. The company aimed to create vegan and vegetarian sweets with a lower environmental impact. Their growth has been steady and strategic, focusing on major UK supermarket listings.Last year, Candy Kittens reported revenues of £14.8 million. A key milestone was achieving B-Corp certification in October 2022. According to company statements, this made them the first sweets brand to earn this ethical designation. Their journey from a startup to an acquirer of a established brand like Graze is a modern business story.Laing, a familiar face from UK reality television, has often spoken about the brand’s humble beginnings. He once dreamed of being bought by a giant like Unilever. Now, his company is on the other side of the table, purchasing a brand from that very conglomerate.

Why Unilever is Selling and Candy Kittens is Buying

Unilever acquired Graze in 2019 for a reported £100 million. The brand, founded in 2005, pioneered direct-to-consumer healthy snack boxes. However, its performance under Unilever did not meet expectations as retail dynamics changed.Analysts noted that Graze became a challenging asset for the multinational. Unilever’s new leadership is focusing its portfolio on core categories like beauty and wellbeing. Divesting non-core food brands like Graze funds this strategic pivot.For Candy Kittens, Graze represents a perfect strategic fit. The acquisition brings a well-known name in healthier snacking into their fold. Laing stated that Graze changed how the UK thinks about snacks. The deal allows Candy Kittens Group to scale its mission and impact significantly.

The Broader Impact on the Snack Market

This acquisition is a clear example of the “challenger brand” phenomenon. Smaller, agile companies are disrupting markets traditionally dominated by giants. They often compete on ethics, innovation, and direct consumer connection.The move signals confidence in the future of mindful snacking. Consumers increasingly seek brands with transparent values and sustainable practices. Candy Kittens, with its B-Corp status, and Graze, with its health-focused heritage, align with this trend.The success of this integration will be closely watched. It will test whether a challenger brand can successfully revitalize another. The outcome could influence how other small brands approach growth and acquisition strategies in the future.

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This strategic acquisition by Candy Kittens is more than a simple business transaction. It is a bold statement about the evolving power dynamics in the consumer goods sector. The deal proves that with a clear purpose and engaged audience, challenger brands can successfully compete with—and even acquire from—the industry’s traditional titans.

Thought you’d like to know

Q1: Who is buying Graze and when?

Jamie Laing’s company, Candy Kittens, is buying the Graze brand from Unilever. The deal is expected to be finalized in the first half of 2026, pending regulatory approvals.

Q2: Why is Unilever selling Graze?

Unilever is selling Graze as part of a broader strategy to streamline its portfolio. The company is focusing its resources and investment on core areas like personal care, beauty, and hygiene products.

Q3: What is Candy Kittens’ track record?

Candy Kittens has shown strong growth, reporting £14.8 million in revenue last year. The brand is notable for being the first sweets company to become a certified B-Corp, highlighting its social and environmental commitments.

Q4: What does this mean for Graze products?

Graze products are expected to remain on shelves. The acquisition likely means a renewed focus on innovation and brand identity under Candy Kittens’ more hands-on, entrepreneurial management.

Q5: How much did Unilever pay for Graze originally?

Unilever acquired Graze back in 2019 for a reported sum of approximately £100 million. The financial terms of the sale to Candy Kittens have not been publicly disclosed.

Q6: What is a B-Corp certification?

B-Corp certification is awarded to businesses that meet high standards of social and environmental performance, accountability, and transparency. It is a rigorous process that evaluates a company’s overall impact.