Cardiff headquartered bakery group Finsbury Food makes another acquisition

It has acquried Telford-baed healthy snack maker Flower & White

Cardiff headquartered leading speciality bakery manufacturer, Finsbury Food Group, has acquired healthy snack brand Flower & White as part of its buy and build growth strategy.

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.

The value of the deal has not been disclosed. Stock Market listed Finsbury employs 800 at its Cardiff HQ and manufacturing site, which operates under its Memory Lane brand. UK-wide the group employs 3,500 with annual revenues of more than £500m.

The acquisition further strengthens Finsbury’s position within the direct-to-consumer market and adds new capabilities to further capitalise on the shift towards healthier snacking alternatives. The deal follows it acquiring a majority stake in direct-to-consumer cupcake brand, Lola’s, last August.

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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.

The deal strengthens Finsbury Food Group’s position in the direct-to-consumer market and offers a differentiated lighter snacking proposition to its roster of baked goods.

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.”

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.