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Unilever pushes further into DTC subscriptions with Graze acquisition

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By John Glenday | Reporter

February 6, 2019 | 3 min read

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Healthy snack brand Graze has been acquired by Unilever in a £150m takeover.

Unilever pushes further into subscription service territory with Graze acquisition

The move will help the FMCG giant push further into the direct-to-consumer subscription space / Graze

The move will help the FMCG giant push further into the direct-to-consumer (DTC) subscription space following on from its high-profile acquisition of razor brand Dollar Shave Club in 2016.

According to Sky News investment group, owner Carlyle relinquished its hold on Graze at half-price having initially sought offers of £300m, but this was subsequently slashed during negotiations with newly-installed Unilever chief executive Alan Jope.

Launched in 2008 the snack-box delivery service has grown steadily, driven by innovations in the personalisation of orders guided by past customer orders. It has also established a retail presence in the likes of Boots, Costco and Sainsbury’s.

More recently, howeve, Graze is considered to have run out of steam, particularly in the US where growth has fallen below expectations.

Jope has ushered in his tenure by championing targeted acquisitions, specifically brands with expansion potential when paired with Unilever’s global reach and distribution network.

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