Unilever has announced that it has acquired the holding company of Graze, a healthy snack products brand.
The UK-based snacking company, founded in 2008, offers a wide range of products including nuts, seeds, trail mixes, and snack bars, boasting no artificial ingredients.
Commenting on the acquisition, president of Unilever’s food and refreshment business, Nitin Paranjpe, said, “Accelerating our presence in healthy foods and out of home this is an excellent strategic fit for the Unilever food and refreshment business, and a wonderful addition to our stable of purpose-driven brands."
Multichannel Brand
Graze has placed itself as a multichannel brand, with its products being offered in retail stores and e-commerce sites, along with a snack box delivery service.
Chief executive of Graze, Anthony Fletcher, said, “This deal marks a transformational moment in Graze’s growth journey.
"It believes that learning from Unilever's sustainable living plan will become a key driver for the business."
The terms of the transaction have not been disclosed.
Industry Expertise
Commenting on the deal, Nick Cooper, global executive director, insights and analytics at global branding agency, Landor said, “Unilever has a good track record when it comes to purchasing and then nurturing smaller brands. Its innovation and investment incubators have given it expertise in growing those smaller, more entrepreneurial brands. That’s why this deal makes sense for Graze.
“In the short term, Unilever will likely leave Graze alone, both as a brand and an organisation. That’s certainly what it did with Ben & Jerry’s. Except Graze will be able to tap into the consumer goods giant’s global distribution channels and reach new customers.”
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
