Snack box company Graze gobbled up by Unilever

Fast moving consumer goods titan Unilever has bought snack box company Graze for an undisclosed sum.

The move strengthens Unilever’s direct-to-consumer offering and helps it get in front of a key millennial demographic. The consumer goods company also said it hopes to benefit from Graze’s technological expertise.

Graze was founded in 2008 by the technologists behind LoveFilm, which was sold to Amazon in 2011. It produces and sells a range of snacking nuts, seeds, trail mixes and snack bars – and with no artificial ingredients added they are marketed as a healthy option for consumers.

The business began as a snack box subscription delivery service, but it now calls itself a multichannel brand with a presence in third-party retail stores, and an eCommerce operation of its own.

Nitin Paranjpe, president of Unilever’s food & refreshment business, commented: “Graze is the leading healthy snacking brand in the UK – delivering consumers fabulously tasty snacking options, delivered in beautiful packaging.

“A truly multichannel brand, graze offers personalisation, convenience and great nutrition, brilliantly meeting the needs of millennial consumers.”

He added: “Accelerating our presence in healthy foods and out of home this is an excellent strategic fit for the Unilever food & refreshment business, and a wonderful addition to our stable of purpose driven brands.

“We look forward to working with the graze team to grow the business, leveraging their tech and eCommerce expertise for our wider portfolio, and offering more consumers the opportunity to snack in a healthier way.”

Anthony Fletcher, CEO of Graze, added: “This deal marks a transformational moment in Graze’s growth journey.

“Graze believes that learning from Unilever's sustainable living plan will become a key driver for the business. Graze has an incredibly exciting future ahead as part of Unilever and we look forward to working closely with the team to keep on inventing new healthy snacks, as well as continuing to work to understand the role technology can play in improving the food industry.”

What’s Hot on Essential Retail?