Graze → Unilever
Building the commercial team behind Graze’s move from D2C pioneer to one of the UK’s leading healthy snacking brands, before its acquisition by Unilever in 2019.
At a glance
Industry
Healthy Snacking
Business Stage
Scaling from D2C into UK Retail
TalentPool Partnership
2014–2015
TalentPool Appointments
5 Commercial Hires
Strategic Objective
Build a scalable national retail business
Outcome
Acquired by Unilever (2019)
The Opportunity
Graze had already built a loyal following as one of the UK’s most innovative subscription brands. The next opportunity was retail, taking the brand into new channels and putting Graze products in front of a much wider audience.
To make that move successfully, Graze needed an experienced commercial team capable of opening doors, building retailer relationships and supporting national growth. That’s where TalentPool came in. We helped Graze build the team it needed for this crucial next stage.
Building the team
TalentPool worked with Graze to build the commercial team behind its move into UK retail, making five key appointments including its first dedicated Sales hire and Sales Director.
- First Sales Hire
- Sales Director
- Director of Out-of-Home & Impulse
- Sales
- Category Management
The growing team helped Graze build retailer relationships, secure major listings and expand across grocery, convenience, impulse and out-of-home channels.
Creating value
Graze’s successful expansion into retail transformed the business from a digitally native subscription company into a nationally recognised consumer brand.
Its strengthened commercial capability, growing retail presence and multi-channel strategy significantly increased the company’s strategic value, culminating in its acquisition by Unilever in 2019, in a transaction widely reported to be worth approximately £150 million.
The bigger picture
The right people at the right time can change what’s possible. Graze’s story shows how building a strong commercial team helped open new channels and support an important stage of growth.
We’re proud to have played a part in that journey, helping build the team that took Graze into UK retail and supported its growth into one of the country’s leading healthy snacking brands.
Related stories
Let’s Talk
We’d love to hear from you. You can call our team on 0208 264 5577 or complete the form below and we’ll in touch.