From Sweet Dreams to Savory Triumphs: Jamie Laing's Candy Kittens Makes a Bold Move to Acquire Graze

In a stunning business turnaround, British TV personality Jamie Laing’s Candy Kittens, a brand known for its vegan sweets, is on the verge of acquiring UK snack company Graze. This acquisition, expected to be finalized in the first half of 2026, is a significant deal involving Katjes International, the parent company of Candy Kittens, and packaged goods behemoth Unilever.

Graze, a health-focused snack brand founded in 2005, surged in popularity by offering nutritious snacks through direct online delivery, eventually branching into supermarkets. Despite a high-profile acquisition by Unilever in 2019 for approximately £100 million ($132 million), Graze struggled to maintain momentum, facing declining sales. Unilever announced its decision to sell Graze as part of its strategy to streamline its portfolio and concentrate on more lucrative product lines, indicating that the brand’s growth potential would be better realized under new ownership.

Laing, known for his roles in TV shows like Made in Chelsea and Strictly Come Dancing, expressed enthusiasm about the acquisition, noting it as a “massive moment” for his eco-friendly company. He reflected on how their entrepreneurial journey has reversed, stating, “When we started out… a company like Unilever buying our business was the dream. Today we’re the ones buying a business from them.”

Industry analysts see this acquisition as a potential revitalization for Graze, which has been described as becoming a “money sink” for Unilever, particularly as consumer preferences shifted from direct-to-consumer models toward traditional retail. Jonathan De Mello, a retail analyst, suggests that the smaller Candy Kittens could provide the hands-on approach needed to rejuvenate Graze.

This move is part of a larger trend within Unilever, as it divests from various food brands to redirect focus towards more profitable sectors, including cosmetics and health-oriented products. The plan to evolve into healthier snack offerings highlights the growing market for such products, which are expected to see significant growth in the upcoming decade, according to strategist Jonny Forsyth. This acquisition not only expands Candy Kittens’ product line but also signals an important shift in how niche brands are positioning themselves in the competitive snack food landscape.