Unilever takes Graze
Unilever has acquired the holding company of graze, the healthy snacking brand that launched as an online UK subscription proposition and evolved to supply its products to national retailers, like Boots. Founded in 2008, its snack-box deliveries were heavily promoted via a programme of print and online advertising as it developed its core direct customer base. It gave strong branding to a range of products which had, until its launch, been largely the preserve of the independent health food retail sector and offered its customers the option of tailoring their weekly deliveries to their specific preferences.
Nitin Paranjpe, president of Unilever's food and refreshment business said: "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. Accelerating our presence in healthy foods and out of home, this is an excellent fit for the Unilever food and refreshment business, and is a wonderful addition to our stable of purpose driven brands."
Anthony Fletcher, graze CEO said: "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.
Terms of the deal, which follows Unilever's December acquisition of The Vegetarian Butcher, were not revealed.