Cardiff-headquartered Finsbury Food Group has acquired healthy snack brand Flower & White, continuing its buy-and-buld growth strategy in the specialty bakery sector.
Based in Telford, Flower & White produces a range of light sweet treats and lower-calorie snack bars across direct-to-consumer, retail, and foodservice channels. The business is currently growing at around 30% and employs 46 staff.
Deal Strengthens Market Position
The value of the deal has not been disclosed. Stock market-listed Finsbury employs 800 at its Cardiff headquarters and manufacturing site, which operates under its Memory Lane brand. UK-wide the group employs 3,500 people with annual revenues exceeding £500 million.
The acquisition further strengthens Finsbury’s position within the direct-to-consumer market and adds new capabilities to capitalize on the shift toward healthier snacking alternatives. The deal follows the company’s acquisition of a majority stake in direct-to-consumer cupcake brand Lola’s last August.
John Duffy, chief executive of Finsbury Food Group, 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.”
Founders Stay On Board
Flower & White’s founders, Leanne and Brian Crowther, will remain in place to support a smooth integration. The business will continue to operate from its Telford site.
Leanne Crowther, joint founder of Flower & White, said: “We’re delighted to confirm that Flower & White has been acquired by Finsbury Food Group. This is a proud moment in our journey. What started as a small idea in our Shropshire kitchen has grown into a brand-first business shaped by an amazing team and loyal customers.”
“Joining Finsbury allows us to build on everything we’ve 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. We couldn’t be more excited for this next chapter.”
Finsbury Food Group supplies a range of bread, cake, morning goods, and bakery snack products to multiple retailers, food service, and export channels across the UK and Europe.