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June 19, 2020

Vibrant Foods created as UK Asian-style foods suppliers TRS, East End merge

Two Asian-style food manufacturers in the UK have merged under a new banner following their acquisition by a private-equity firm.

By Dean Best

Two investor-backed, UK-based suppliers of Asian-style foods, TRS Foods and East End Foods, are to merge under a new banner.

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Newly-formed Vibrant Foods will be led by a team of food-industry executives, including Rohit Samani and Umesh Parmar as chairman and chief executive, respectively. They are both former CEOs of Tilda Rice, which recently moved into the hands of Spain’s Ebro Foods from Hain Celestial.

TRS and East End are both owned by London-based investor Exponent Private Equity, which acquired the two family-run businesses last November, according to a statement. The firms are engaged in the manufacture of Indian snacks, pulses, spices, flours and other South Asian ethnic ingredients all supplied to supermarkets, independent stores and wholesalers.

“The combination of TRS and East End under the Vibrant Foods umbrella will unlock significant growth potential within the expanding ethnic foods market,” the statement read. “The broader South Asian foods market is estimated to be worth between GBP2.5-3bn (US$3.09-3.7bn) and growing at circa 5% per annum in the UK, thanks to immigration and relatively higher birth rates of ethnic communities, as well as increasing demand for ethnic foods from mainstream consumers.”

TRS and East End will continue to market their products under existing brand names, and will see former Quorn Foods chief executive Kevin Brennan join the Vibrant Foods board as non-executive director. Brennan’s tenure at the helm of Quorn included its ownership by Exponent.

Other key executives include former Adelie Foods – now in administration – and Noble Foods man Mark Stott, who will serve as CFO. Jeremy Hudson, previously with Hain Celestial’s UK arm Hain Daniels Group and 2 Sisters Food Group, becomes COO.

Vibrant Foods chairman Samani said: “The launch of the Vibrant Foods brand marks the culmination of years of hard work by the founders of TRS and East End. I am confident that the fantastic brands they have built will go from strength to strength as part of a larger group, underpinned by a loyal customer base and supportive trends in the ethnic foods market. 

“During the last few months, we have seen consumers re-learning to love cooking from scratch and shop local. Although these are turbulent times, I am excited by what Vibrant Foods will achieve.”

Related Companies

Free Whitepaper
img

What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

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