传了6个月，联合利华剥离旗下Graze品牌的消息于近日靴子落地。近日，全球消费巨头联合利华宣布， 已签署协议将旗下健康零食品牌Graze出售给Candy Kittens的德国母企Katjes International。交易完成 后，Graze将并入英国Candy Kittens集团。目前这笔交易的财务细节尚未披露，预计将在2026年上半年 完成。 Graze是一个创立于2008年的线上健康零食品牌，起初通过线上订阅销售坚果、无人工添加剂的种子以 及可定制配料的混合零食盒等，2012年被Carlyle集团收购，随后产品拓展至英国和美国的多个实体零售 渠道中。在健康天然食品需求增加以及零食代替膳食潮流的影响下，联合利华于2019年以约1.5亿英镑 的价格收购了Graze。被联合利华收购后，Graze从以直销消费者为主的品牌发展为在英国零售店拥有强 大影响力的品牌。不过，这期间Graze未能达到预期的增长目标，2024年，其收入同比下降9.9%至3560 万英镑，远低于联合利华收购前一年的5590万英镑。 出售Graze品牌是联合利华新任首席执行官Fernando Fernandez自今年3月上任以来一次重要的战 ...

Core Insights - German confectionery group Katjes is in advanced talks to acquire snack brand Graze from Unilever for approximately £35 million ($46.2 million) [1] - Unilever had previously acquired Graze in 2019 for around £150 million from The Carlyle Group [1][2] - Unilever is currently evaluating the potential sale of several UK brands, including Marmite, Colman's, and Bovril, as part of a strategy to streamline its portfolio for long-term growth [2] Group 1 - Katjes has a history of acquiring UK businesses, including the gluten-free baked goods firm Genius Foods in 2022 and a majority stake in vegan-confectionery business Candy Kittens in 2019 [4] - The acquisition of Graze aligns with Katjes' strategy to expand its presence in the UK snack market [1][4] - Unilever's recent divestitures, including the sale of its pasta sauce range in Germany and the meat-free brand The Vegetarian Butcher, indicate a broader trend of portfolio optimization [3][2] Group 2 - The deal for Graze is part of Unilever's ongoing efforts to focus on fewer, larger brands to enhance scalability and growth potential [2] - Katjes' recent acquisition of a 25% stake in German cookie-dough business SD Sugar Daddies further demonstrates its commitment to expanding its product offerings [3] - The potential sale of Graze reflects Unilever's strategic shift towards refining its brand portfolio amidst changing market dynamics [2][3]