Bolstering healthier options with Flower & White range
SPECIALITY baker manufacturer Finsbury Food Group has acquired the Flower & White snacking brand in a bid to bolster its range of healthier snacking options.
Based in Telford, Flower & White produces a range of lighter snacking sweet treats and lower-calorie snacks for the retail channel. The business will retain its staff with founders Leanne and Brian Crowther at the helm to continue to support the integration and ensure ongoing momentum from the Telford site.
Leanne Crowther 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 Ltd to the market. We couldn’t be more excited for this next chapter.”
The deal strengthens Finsbury’s position in the direct-to-consumer market and offers a point-of-difference for the lighter snacking market and help to create opportunities for innovation within the market and bring the firm into a new category within the snacks space.
Furthermore, Finsbury has said the acquisition will allow the firm to strengthen its position within the direct-to-consumer market and add new capabilities to further capitalise on the shifting demand towards healthier snacking alternatives.
John Duffy, chief executive at 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.”
