Graze has updated the packaging of its on-the-go flapjack range in a move expected to remove 18 tonnes of packaging annually.
The packaging refresh forms part of a wider overhaul of the brand, including new pack designs and new products, just nine months after Candy Kittens acquired Graze from Unilever.
The snacking brand has switched its on-the-go Oat Boosts flapjack range from a plastic tray and cardboard sleeve to a single 50g flow-wrap pack.
The move would cut plastic use by 75% per pack and remove cardboard entirely, said Dan Hayward, operations director at Candy Kittens. This would remove around 18 tonnes of packaging each year, he told The Grocer.
“As a company that values sustainability as part of its core identity, it would have been remiss of us to redesign every pack and leave our packaging formats unchanged,” said Hayward. “Our on-the-go punnet was the obvious place to start, using far more packaging than the product inside needed.
“We’re proud of the work our factory team has done to deliver such a significant change at speed, and we see this as one step in the journey rather than the finish line.”
Graze’s 100-day transformation
Graze has also expanded its snacking range with Pecan & Milk Chocolate Oat Brownie, Hazelnut & Dark Chocolate Oat Brownie, and Pistachio & White Chocolate Oat Blondie (rsp: £3.25/3x45g).
The snacks are in Sainsbury’s, Tesco and Ocado. Pecan & Milk Chocolate Oat Brownie and Pistachio & White Chocolate Oat Blondie have also launched in Waitrose and Morrisons.
They offered “a genuinely better-for-you answer for those more indulgent moments in the day”, said Edward Sweet-Williams, CEO and co-founder of Candy Kittens.
Candy Kittens has also signalled plans to continue Graze’s pipeline of brand collaborations. Previous tie-ups have included Marmite Cashews and Colman’s Nut Crunch.
“Collaborations are central to the pipeline, too, with Graze partnering with some of Britain’s most distinctive taste brands to bring bold, familiar flavours to its nuts and snacks portfolio, alongside further collaborative NPD launching into 2027,” said Sweet-Williams.
Graze has also unveiled ‘We think. You eat.’ following a “100-day brand rebuild” led by the team behind Candy Kittens.
The transformation was documented on Graze’s TikTok account (@grazesnacks), while Candy Kittens founder Jamie Laing shared updates on his social media channels.
@jamielaing Right so there you have it… We have 100 days to rebuild Graze and it starts today! Let’s go. Sorry about the cliffhanger at the end. Comment your best guesses… #graze #fyp ♬ original sound - jamie
”When Graze joined the Candy Kittens family this year, we had a rare chance to look at the whole brand with fresh eyes,” added Hayward.
”Every pack, every format and every line in the factory was on the table. The relaunch was about making Graze easier to shop, easier to love and simpler to make well.”
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