Jamie Laing's Candy Kittens Snags UK Snack Brand Graze in Sweet Deal

Jamie Laing, a well-known British television personality, is the co-founder of Candy Kittens, a company that makes vegan sweets. Along with his business partner Edward Williams, Laing has built Candy Kittens into a popular brand in the UK. Now, Candy Kittens is set to acquire another well-known British snack company called Graze. This deal is happening through Candy Kittens' parent company, Katjes International, which is based in Germany. The acquisition is expected to be completed in the first half of 2026, although the amount of money involved has not been shared with the public. Graze is famous for its healthy snacks, especially nuts and snack bars. The company started in 2005 as an online snack delivery service, sending boxes of treats directly to customers. Over time, Graze expanded and began selling its products in supermarkets and other stores. In 2019, Graze was bought by Unilever, a huge company that owns many well-known brands. However, Graze did not perform as well as Unilever had hoped, and its sales have dropped in recent years. Unilever has decided to sell Graze as part of a plan to focus on its most successful products, like condiments and other packaged foods. The company wants to 'sharpen' its lineup and is selling brands that are not doing well. Jamie Laing is excited about the deal and believes Graze is a great fit for Candy Kittens. He said that Graze has changed the way people in the UK think about healthy snacking and that it matches Candy Kittens' plans to grow. Laing is known for appearing on TV shows such as Made in Chelsea and Strictly Come Dancing. He called the deal a 'massive moment' for his company, which is known for selling vegan treats and caring about the environment. Laing shared online that when he started Candy Kittens, he dreamed of a big company like Unilever buying his business. Now, the situation has reversed, and Candy Kittens is buying a business from Unilever. Retail analyst Jonathan De Mello told BBC News that Graze had become a 'money sink' for Unilever, meaning it was costing more than it was earning. He explained that Unilever originally bought Graze to increase its share of the direct-to-consumer market, but this market has shrunk as more people prefer to buy snacks in supermarkets. De Mello believes that Graze could do better with a smaller company like Candy Kittens, which can give it more attention and a hands-on approach. The snack industry has faced challenges recently, with the prices of ingredients like cocoa, wheat, and nuts rising quickly. Unilever's chief executive, Fernando Fernandez, has announced plans to sell off some of the company's food brands to help turn the company around. Since taking over in March, Fernandez has sold brands like The Vegetarian Butcher and bought cosmetics companies such as Wild. Unilever also plans to spin off its ice cream division, which includes famous brands like Magnum, Ben & Jerry's, and Walls. Jonny Forsyth, a food and drink strategist at Mintel, said the deal will help Candy Kittens move from selling indulgent treats to offering healthy snacks, which are expected to grow in popularity over the next decade. He pointed out that Graze's direct-to-consumer model was important to its brand, but Unilever stopped focusing on this, allowing other companies and supermarket brands to take the lead. With Candy Kittens and Katjes International taking over, Graze may have a better chance to succeed and grow in the healthy snack market. Jamie Laing and his team are hopeful that this new chapter will help both Candy Kittens and Graze reach more customers who want tasty and healthy snacks.