Takeover leaves cake and snack maker feeling sweet

A bread, cake and snack maker has expanded with a takeover.

Finsbury Food Group has bought Flower & White.

Officials say the move for the snacking firm “further strengthens its position in the direct-to-consumer market”.

They add the deal for the Telford-based operator – known for meringue bars and bites – “adds new capabilities to further capitalise on the shift towards healthier snacking alternatives”.

Under the terms of the deal, Flower & White founders Leanne and Brian Crowther will remain in place, with the near 50-staff firm continuing to operate from its Shropshire site.

Flower & White adds to a Finsbury Food Group stable that includes Cardiff-based Memory Lane Cakes; snowball and teacake maker Lees of Scotland; and Manchester-based Kara, which is known for brioche buns, doughballs, muffins and doughnuts.

John Duffy, Finsbury Food Group chief executive, 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.”

Leanne added: “This is a proud moment in our journey.

“What started as a small idea in our Shropshire kitchen has grown into a business shaped by an amazing team and loyal customers.

“Joining Finsbury allows us to build on everything we’ve created.”

Finsbury Food Group’s portfolio also includes East Kilbride-based pre-packed cake maker Johnstone’s Food Service and Salisbury-based bread and roll maker Nicholas & Harris.

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