UK snack brand Graze to be sold to Jamie Laing’s Candy Kittens

British TV personality Jamie Laing’s vegan sweets brand Candy Kittens is set to acquire snack company Graze in a deal between the former’s parent company and packaged goods giant Unilever.

The upcoming deal with German firm Katges International is expected to be completed in the first half of 2026 for an undisclosed sum.

The sale of Grays, a popular nuts and snack bar brand in the UK, marks Unilever’s latest effort to remove underperforming brands from its line-up and prioritize its personal care and beauty products.

Unilever said on Monday it would focus on the production of spices and other packaged products to “sharpen” its inventory, which would mean “making portfolio cuts where relevant”.

Graze was founded in 2005 as an Internet-based snack delivery service that sold healthy and often nut-based dishes. It gradually began to be sold in supermarkets and retailers.

In 2019, it was acquired by Unilever for reportedly around £100m ($132m), but it has not fared well in recent years with declining sales.

Now, given their expertise in consumer goods, its future will be “better realized under new ownership” by Katzes & Lang’s Candy Kittens Group, Unilever said in its statement.

Laing said Grays has changed the way the UK thinks about healthy snacking and is a “perfect fit” for Candy Kittens’ growth plans.

Lang has hosted programs on the BBC and is best known for her roles in the reality shows Made in Chelsea and Strictly Come Dancing.

Lang said online that the deal is a “big moment” for his environmentally conscious firm, which sells vegan dishes.

He said, “When we started, the idea of ​​a company like Unilever buying our business was a dream. Today we are the ones buying the business from them. The situation has changed.”

After taking up the role in March, Unilever Chief Executive Fernando Fernandez outlined plans to sell off the company’s food brands as part of efforts to finance its turnaround.

Other food brands the UK-based consumer goods giant has sold off this year include The Vegetarian Butcher. It acquired cosmetics companies such as Wilde.

The Marmite- and Dove soap-owner is also set to close its ice cream division, which houses well-known brands such as Magnum, Ben & Jerry’s and Walls, as part of its overhaul.