Finsbury Food Group acquires snacks maker Flower & White

UK’s Finsbury Food Group has acquired better-for-you snacking marque Flower & White arsenic it looks to grow successful what it says are “higher-growth” bakery categories.

Financial presumption of the woody were not disclosed.

In a statement, the speciality bakery shaper said the transaction “strengthens” its presumption successful the direct-to-consumer abstraction and adds "a differentiated lighter snacking proposition” to its portfolio.

Flower & White besides creates “opportunities for innovation and cross-selling across” Finsbury’s brands, the radical added.

Finsbury, headquartered successful Cardiff, Wales, supplies bread, cake, greeting goods and bakery snack products to retailers, foodservice customers and export markets crossed the UK and Europe.

John Duffy, Finsbury Food Group main executive, said: “Flower & White is simply a high-quality, entrepreneurial marque operating successful charismatic maturation segments. This acquisition strengthens our direct-to-consumer level and adds breathtaking capableness successful saccharine treats and better-for-you snacking. We spot beardown opportunities to standard the marque done our retail and commercialized channels.”

Flower & White makes airy saccharine treats and lower-calorie snack bars. Besides direct-to-consumer, the Telford-based institution caters to retail and foodservice channels.

The concern is increasing astatine astir 30% and employs astir 46 people, Finsbury's connection said.

Founders Leanne and Brian Crowther volition enactment with the concern to enactment integration, portion operations volition proceed astatine the company’s Telford site.

Commenting connected the news, co-founder Leanne Crowther said: “Joining Finsbury allows america to physique connected everything we person created, accelerating our direct-to-consumer plans, strengthening retail and foodservice relationships and bringing adjacent much of what radical emotion from Flower & White to the market.”

The transaction follows Finsbury’s acquisition of a bulk involvement successful direct-to-consumer cupcake marque Lola’s successful August.

Finsbury was taken backstage successful 2023 aft agreeing to a £143.4m takeover by plus absorption steadfast DBAY.

At the time, Finsbury said DBAY is good placed to instrumentality the institution guardant and money “transformational M&A”.

"Finsbury Food Group acquires snacks shaper Flower & White" was primitively created and published by Just Food, a GlobalData owned brand.

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