Candy Kittens, the vegan sweets brand co-founded by Made in Chelsea star Jamie Laing in 2012, is set to acquire healthy-snacking brand Graze from Unilever for an undisclosed sum, with completion expected in the first half of 2026.
Graze began life as a direct-to-consumer snack-box business in 2005 before expanding into retail. It was bought by Unilever in 2019 for a sum thought to be around £100m but has seen sales decline in recent years. Industry insiders now value the business at about £35m.
Unilever said the sale aligns with its strategy to “sharpen” its foods portfolio and focus investment on condiments, cooking aids and mini meals, as well as its Unilever Food Solutions foodservice arm. The company has been pruning non-core assets such as The Vegetarian Butcher and has signalled further divestments alongside the sell-off of its ice‑cream operation, which includes the Magnum, Ben & Jerry’s and Wall’s brands.
Jamie Laing commented: “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.”
