Katjes expands with deal for Graze snacking group

A deal acquiring UK-based healthier snacking brand, Graze, is anticipated to be completed within the next quarter, after its owners Unilever agreed a sale to the Katjes group, writes Neill Barston.

The move, which is for an undisclosed sum, was first unveiled last month, has been led by the British brand Candy Kittens, which is now under the Katjes portfolio, both of which will be prominent exhibitors at next month’s ISM event in Cologne, Germany.

As Unilever noted, Graze, which it had owned for the past six years, has evolved from a primarily Direct-to-Consumer brand to one with a strong presence in UK retail stores, and an updated and contemporary visual identity designed to attract shoppers.  

The business has produced ranges within the confectionery and snacks segments, with its present line-up including cocoa vanilla oat boosts, honey roast crunch, and Marmite crunch sharing bags, targeting the on-the-go snacking market.

For its part, Unilever’s focus is now in other areas of the sector, including  condiments, cooking Aids & Mini Meals, and Unilever Food Solutions, which it is able to deliver through large global brands.

Jamie Laing, Founder of Candy Kittens welcomed the opportunity to engage with Graze, which he believed had even further growth potential.

He commented: “I’ve always loved Graze — they changed the way the UK thinks about healthier snacking, and I think we can take that even further. I’m excited about this project and grateful for the opportunity to continue building the Graze brand”.

His enthusiasm for the move was shared by Bastian Fassin, Managing Shareholder of Katjes International, who welcomed the business into its wider group.

“Graze is one of the leading healthy snacking brands in the UK. With its strong brand awareness and strategic positioning, Graze is a perfect fit for our strategy to continue growing with strong consumer brands.”  

• Catch our next edition of Confectionery Production for an exclusive interview with Katjes managing partner Tobias Bachmüller, who serves as Caobisco European confectionery, biscuit and chocolate organisation, which will be returning to play a key part in our World Confectionery Conference this September.