UK’s Finsbury Food Group has acquired better-for-you snacking brand Flower & White as it looks to expand in what it says are “higher-growth” bakery categories.
Financial terms of the deal were not disclosed.
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In a statement, the speciality bakery manufacturer said the transaction “strengthens” its position in the direct-to-consumer space and adds “a differentiated lighter snacking proposition” to its portfolio.
Flower & White also creates “opportunities for innovation and cross-selling across” Finsbury’s brands, the group added.
Finsbury, headquartered in Cardiff, Wales, supplies bread, cake, morning goods and bakery snack products to retailers, foodservice customers and export markets across the UK and Europe.
John Duffy, Finsbury Food Group chief executive, said: “Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments. This acquisition strengthens our direct-to-consumer platform and adds exciting capability in sweet treats and better-for-you snacking. We see strong opportunities to scale the brand through our retail and commercial channels.”
Flower & White makes light sweet treats and lower-calorie snack bars. Besides direct-to-consumer, the Telford-based company caters to retail and foodservice channels.
The business is growing at about 30% and employs around 46 people, Finsbury’s statement said.
Founders Leanne and Brian Crowther will stay with the business to support integration, while operations will continue at the company’s Telford site.
Commenting on the news, co-founder Leanne Crowther said: “Joining Finsbury allows us to build on everything we have created, accelerating our direct-to-consumer plans, strengthening retail and foodservice relationships and bringing even more of what people love from Flower & White to the market.”
The transaction follows Finsbury’s purchase of a majority stake in direct-to-consumer cupcake brand Lola’s in August.
Finsbury was taken private in 2023 after agreeing to a £143.4m takeover by asset management firm DBAY.
At the time, Finsbury said DBAY is well placed to take the company forward and fund “transformational M&A”.
