Unilever has sold its nut bar brand Graze to German Katjes International, which will incorporate the brand into its Candy Kittens Group. The sale follows years of disappointing results under Unilever: the brand hopes to fare better as part of the vegan candy manufacturer.
Better opportunities
Unilever acquired Graze in 2019 for 150 million pounds (170 million euros), but was unable to make the brand grow. Unilever’s new CEO, Fernando Fernandez, initiated the sale process earlier this year. “Graze is an innovative healthier snack brand with a dedicated independent production facility”, Unilever said in a statement. “Graze has good potential for future growth and development, which will be better realized under new ownership by Katjes International and the Candy Kittens Group.”
“With its strong brand awareness and strategic positioning, Graze is a perfect fit for our strategy to continue growing with strong consumer brands”, Katjes shareholder Bastian Fassin confirmed. “I am excited about this project and grateful for the opportunity to further develop the Graze brand”, Candy Kittens founder Jamie Laing added.
