Unilever has sold struggling snack brand Graze to a sweets business founded by a star of reality TV show Made In Chelsea.
Graze, which makes oat flapjacks, nut and seed mixes and vegetable-based crisps, has been snapped up by Candy Kittens and its owner, German confectionery group Katjes International.
Candy Kittens was founded by Jamie Laing, an heir to the McVitie’s biscuit fortune. The sale comes as Unilever looks to offload a number of its brands. It is reportedly in talks to sell Marmite, Colman’s and Bovril in a shake-up that will see it focus on beauty and hygiene brands.
Laing said: ‘I’ve always loved Graze – they changed the way the UK thinks about healthier snacking and I think we can take that even further.’
Unilever did not disclose the value of the deal but it could have been worth as little as £35million, according to a report by Sky News. This would be a huge discount on the £150million it paid in 2019.
Graze has struggled, with sales of £35.6million last year compared to £55million when it changed hands.
Reality star: Graze has been snapped up by Candy Kittens, which was founded by Jamie Laing (pictured with wife Sophie Habboo), an heir to the McVitie’s biscuit fortune
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