Graze, which was started in 2008 as an internet-based company offering snack box delivery, has grown exponentially over the years with retail now extended to local stores including Sainsbury’s, Tesco, Boots and WH Smith.
President of Unilever’s food and refreshment business, Nitin Paranjpe, reported that: "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.”
Nick Cooper, global executive director at Landor Associates, says that Unilever has a good track record when it comes to purchasing and 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,” he added. In the short term, Cooper says Unilever will leave Graze alone, but enable the brand to tap into its global distribution channels to expand their customer market, whilst also repositioning Unilever in the healthy snacking market.