British TV personality Jamie Laing has made headlines with a major business coup in the snack world, as his vegan sweets brand Candy Kittens announces the acquisition of popular UK snack brand Graze. The deal, struck through Laing's parent company and backed by German firm Katjes International, involves buying the brand from consumer goods giant Unilever, with completion set for the first half of 2026. This move thrusts Laing deeper into the booming health-focused snacking arena, blending his premium treats with Graze's nutty, low-calorie favorites to create a powerhouse duo for everyday consumers.
Laing, fresh off his Strictly Come Dancing spotlight and long-time Made in Chelsea fame, shared his excitement on social media yesterday, posting that starting Candy Kittens felt like a wild dream, and now acquiring a brand from Unilever flips the script entirely. His words capture the raw thrill of this turnaround, a moment that feels deeply personal for the entrepreneur who bootstrapped his way from TV sets to supermarket shelves.
How a TV Star became a Snack Mogul
Jamie Laing built his name charming audiences on reality TV, but behind the cameras, he has crafted a thriving confectionery business since launching Candy Kittens in 2012. The brand specializes in vegan, ethically sourced sweets with vibrant flavors that pop on Instagram, appealing to shoppers who crave indulgence without compromise. Now, with Graze joining the fold, Laing taps into a ready-made empire of subscription boxes and grocery staples that Graze pioneered since 2005.
This acquisition feels like destiny for Laing, who has watched Graze evolve from online disruptor to retail staple over the years. By merging the two, Candy Kittens gains instant access to Graze's loyal fanbase and widespread distribution, setting the stage for fresh innovations like mixed treat bundles that mix gummy joys with protein-packed bars. According to analysis reviewed by Finance Monthly, such strategic pairings often spark immediate buzz, drawing in curious consumers eager for the next big snack hybrid.
The timing aligns perfectly with today's market, where shoppers juggle guilt-free munching alongside occasional splurges, and Laing's celebrity pull adds an extra layer of allure that could turn this into a viral sensation.
A trio of Graze snack packs featuring the slogan, representing the popular healthy snack brand now set to join Jamie Laing’s Candy Kittens empire.
Unlocking Synergy: The Hidden Power Boosting Laing's Snack Empire
At its core, synergy in business acquisitions happens when two brands team up and create more value together than they could apart, often through smarter operations, shared marketing, or exciting new product ideas that excite customers. For Candy Kittens snapping up Graze, this means pooling their strengths, like using Laing's flashy social media savvy to revive Graze's subscription model while slipping healthy nuts into candy promotions for broader appeal.
This approach isn't just clever, it delivers real results in a market hungry for variety. The UK healthy snacks sector, valued at £2.5 billion in 2024, is projected to double to £5 billion by 2035, growing at a steady 6.5% compound annual rate as more people seek convenient, nutritious bites amid busy lives. Imagine a real-world parallel, such as when a major cereal company bought a small protein bar startup a few years back, leading to 30% sales jumps through simple store cross-placements that introduced fitness fans to new flavors.
Chris Seigal, a sales acceleration expert and former Graze insider from its breakout days, shared a poignant reflection on the deal, calling it a "sad moment" to see the brand change hands at a steep discount from its 2019 price tag, yet he sees hope in Laing's fresh vision that could reignite its innovative spark. This emotional undercurrent underscores how acquisitions like this breathe new life into beloved names, turning potential setbacks into stories of revival that resonate with everyday snack lovers chasing balance in their choices.
The Financial Impact — How This Latest Deal Could Skyrocket Jamie Laing’s Wealth
Though Unilever kept the sale price under wraps, reports peg it around £35 million, a sharp contrast to the £150 million they paid for Graze back in 2019, signaling a bargain for Laing's growing outfit. Candy Kittens posted £14.9 million in turnover for 2024, up 23% from the prior year, and folding in Graze's established sales could push combined revenues past £40 million soon, analysts suggest.
For Laing, whose personal net worth sits at about £7.5 million as of late 2025, this step feels profoundly empowering, a testament to years of hustle that now promises to swell his fortune through diversified streams and global reach via Katjes' networks. The blend of premium vegan sweets and mass-appeal healthy options positions the group for higher margins, potentially lifting Laing's stake value by 20-30% in the coming years if integration goes smoothly.
Unilever's divestment fits their pivot away from foods toward beauty lines, but for Laing, it hands him a golden opportunity to scale fast, leveraging Graze's shelf space for Candy Kittens' expansions and vice versa, all while his public persona drives free publicity that rivals paid ads.
Jamie Laing enjoys a Candy Kittens treat during a promo video, highlighting the brand at the heart of his growing snack empire now expanding with the Graze acquisition.
The Future — Candy Kittens as the UK's Next Snack Powerhouse
Looking ahead, this deal cements Candy Kittens as a versatile player, ready to conquer shelves from London corners to international aisles with a lineup that nods to health trends without ditching delight. Laing envisions bundling vegan gummies with Graze's trail mixes for holiday gifting, or launching co-branded lines that cater to the 70% of UK adults snacking daily, per recent consumer insights.
With Katjes' backing, international doors swing open, tapping European demand for plant-based picks, while Laing's charm keeps the momentum alive through podcasts and pop-ups that make snacking feel fun again. Experts forecast the combined entity could hit £50 million in sales within two years, propelling Laing toward mogul status and inspiring other celebs eyeing business leaps.
This isn't merely a purchase, it's Laing rewriting his narrative from entertaining guest to empire builder, one savvy snack at a time.
What Readers Are Asking About Jamie Laing's Big Snack Move
How Much Is Jamie Laing's Net Worth After the Graze Acquisition?
Jamie Laing's net worth stands at approximately £7.5 million entering 2025, fueled by his TV gigs, endorsements, and Candy Kittens' rise, though the Graze deal could add millions more through equity growth. As the acquisition unfolds, expect his profile to climb with projected revenue surges, blending his personal brand's magnetic draw with Graze's steady customer base for a wealth boost that reflects smart, timely entrepreneurship in a competitive market.
Why Is Unilever Selling Graze to Candy Kittens Now?
Unilever's sale of Graze stems from a broader strategy to shed food brands underperforming amid shifting priorities toward high-margin beauty and personal care lines, after acquiring it for £150 million in 2019. The timing suits Laing perfectly, grabbing a discounted gem with untapped potential in healthy snacking, while Katjes' expertise ensures Graze thrives anew, marking a win-win that highlights corporate agility in today's fast-evolving consumer landscape.
What New Products Might Come from Candy Kittens and Graze Teaming Up?
Expect innovative hybrids like vegan gummy-nut clusters or low-sugar bar treats infused with Candy Kittens' fruity twists, capitalizing on cross-selling to delight health-conscious families. These could roll out via updated subscriptions or supermarket exclusives, drawing on Graze's retail footprint and Laing's social flair to spark trends, ultimately expanding choices for snackers seeking joy in every bite without the usual trade-offs.
