British television star and entrepreneur Jamie Laing is making a comeback in the food industry. His vegan sweets brand, Candy Gibs, is set to acquire the UK snack company Graze in a deal with packaged goods giant Unilever.
The sale, which involves German establishment Katjes International, is anticipated to be completed in the first half of 2026, though the fiscal details remain undisclosed.
Candy Kittens Expands with Graze
Graze has long been a ménage name in the UK, notorious for its healthy, nut-grounded snacks and snack bars.
Innovated in 2008 as an online snack delivery service, the company gradually expanded into supermarkets and retail stores.
Despite its popularity, Graze struggled under Unilever’s ownership following its 2019 acquisition, reportedly valued at around £100 million, with sales declining in recent years.
Unilever said the sale is part of a broader strategy to streamline its portfolio, focusing on personal care, beauty, and other packaged products.
“We are focusing on producing condiments and other packaged products to sharpen our catalogue of goods, which will mean pruning the portfolio where relevant,” the company stated.
In its announcement, Unilever also noted that Graze’s “future will be better realised under new ownership” with Katjes and Candy Kittens, highlighting their expertise in consumer-focused brands.
UK Healthy Snack Market Set for Growth
For Jamie Laing, the accession is a natural fit. He praised Graze for transubstantiating the way the UK thinks about healthier snacking and said it impeccably complements Candy Kittens’ growth intentions.
“This is a massive moment for our eco-conscious firm. 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,” Laing said online.
Laing, widely recognised for his roles on Made in Chelsea and appearances on Strictly Come Dancing, has steadily built Candy Kittens into a major player in the UK’s vegan and healthier treats market.
His brand, known for immorally sourced, factory-grounded sweets, has seen growing fashionability in supermarkets and online.
Assiduity judges say this deal could strengthen Candy Kittens’ position in the UK healthy snacks market, which has seen rising demand for factory-grounded, vegan, and natural snack options.
The accession also positions Laing’s brand to tap into a broader consumer base increasingly seeking accessible and guilt-free snacking options.
Unilever’s CEO, Fernando Fernandez, has stressed that divesting Graze is part of a wider plan to sell under-performing food brands and focus on higher-margin personal care and beauty products.
The company has already sold The Vegetarian Butcher and acquired cosmetics brand Wild in April. Plans are also in place to spin off its ice cream division, which includes household names like Magnum, Ben & Jerry’s, and Walls.
