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July 21, 2022

Rollagranola buys assets of defunct UK cereal peer Primrose’s Kitchen

PK Ventures-owned Primrose's Kitchen went into liquidation late last year.

By Simon Harvey

Rollagranola has bought Primrose’s Kitchen, the UK-based breakfast cereal business that went into liquidation last year.

Founded in 2014 by Robin Longden, Rollagranola has acquired the stock, packaging, intellectual property and brand name of Primrose’s Kitchen, which, according to London-based Companies House, went into liquidation in December with net liabilities after asset deductions of GBP201,236 (US$240,356).

Primrose’s Kitchen, based in Dorset, southern England, was started by Primrose Matheson to supply organic, vegan and gluten-free muesli. The business was acquired in 2019 by PK Ventures, set up by Matt Baker and a string of businesspeople specifically for the purpose.

A spokesperson for Rollagranola said all the management team at Primrose’s Kitchen had gone, as well as all the people connected with PK Ventures, confirming the liquidated business had a turnover of GBP300,000. The company was supplying Waitrose and Whole Foods Market, along with online retailers Ocado and Amazon, the spokesperson added.

Longden said the buy-out of Primrose’s Kitchen “signals a new direction” for Rollagranola, which is based in Hitchin in the southern England county of Hertfordshire.

“The purchase has come at a perfect time for Rollagranola following a record year across the retail, wholesale, white label and zero-waste elements of the business,” he said in a statement. “We are committed to using our broad breakfast cereal expertise to put the brand on shelf in all major outlets.”

Rollagranola supplies Ocado and Amazon, The Health Store (TLS) and organic, natural grocer CLF, along with independent outlets, its spokesperson confirmed, adding the business generated a turnover last year of GBP1.1m. Markets outside the UK include Denmark, Spain and Saudi Arabia.

“Primarily, the team will be focused on respectfully re-engaging with the Primrose’s Kitchen customer base with plans to activate fresh marketing communications that re-acquaint them with the brand,” Longden said, with the products due to launch online this month and “retailers to be announced shortly”.

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