Wholebake is investing £3m in new production lines
Wholebake.(Image: LAURENCE HUDGHTON PHOTOGRAPHY LTD)
Leading contract manufacturer of healthy snack bars, Wholebake, is investing £3m in new high-speed production lines at its factories in North Wales.
The company has two manufacturing sites in Wrexham and one in nearby Corwen, Together they employ 425.
The investment will see two new high-speed production lines launching later this year. They will have capacity to run at 360 bars per minute compared with 120 on its existing lines – a threefold increase in output.
The new lines add capacity on top of current production rather than replacing it, giving Wholebake’s customers the headroom to grow. To support the expansion, Wholebake is recruiting for 15 skilled operators and engineers.
Latest data from NIQ EPOS show that total cereal bars market is now worth £819m having grown 3% over the last year. Protein bars are worth £261m having achieved a year-on-year growth rate of of 8.3% and account for 83% of the category’s value growth.
John McMullen, chief executive of Wholebake, said:“The way Britain snacks is undergoing a structural shift. People aren’t snacking more, they’re snacking better, trading traditional confectionery for healthier alternatives made with ingredients they recognise.
” The data makes clear this is not a passing fad but a lasting change in behaviour, and one where consumers are willing to pay more for snacks that fit their lifestyle.
“As a manufacturer, our job is to help brands and retailers keep pace with that demand. That’s exactly why we’re investing in new high-speed production lines this year, to give our customers the capacity, quality and flexibility they need to grow in one of the fastest-moving parts of the food industry.
“Wholebake has spent more than 25 years building expertise in healthy snacking, and the shift we have seen in that timeframe has been monumental.”
Wholebake has been backed by private equity firm Elysian Capital following its investment into the firm in 2021.
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