Finsbury Food Group boosts snacking portfolio with Flower & White acquisition
This strategic move is designed to accelerate Finsbury’s expansion into the high-growth “better-for-you” snacking segment while significantly enhancing its direct-to-consumer (DTC) capabilities and digital reach.
UK – Finsbury Food Group, a prominent leader in the UK specialty bakery market, has acquired 100% of Flower & White, a Shropshire-based confectionery brand renowned for its innovative, meringue-based snacks, as part of its push into faster-growing bakery segments.
The deal marks a strategic step for the UK specialist bakery manufacturer as it moves to strengthen its foothold in the health-conscious snacking market and broaden its direct-to-consumer capabilities.
Flower & White, based in Telford, UK, produces lower-calorie sweet treats and snack bars sold through direct-to-consumer, retail, and foodservice channels.
The business is growing at approximately 30% and employs around 46 people. Located between the Birmingham and Welsh border, Flower & White will continue to operate from its existing Telford site, with founders Leanne and Brian Crowther remaining in place to support a smooth integration and drive ongoing momentum.
The acquisition expands Finsbury’s direct-to-consumer footprint and adds a lighter snacking range to its baked goods portfolio.
The group said the deal creates scope for product development and cross-selling across its brands. Finsbury supplies bread, cakes, morning goods, and bakery snacks to retailers and foodservice operators across the UK and Europe.
John Duffy, CEO of Finsbury Food Group, highlighted the strategic rationale behind the move.
“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,” said Duffy.
Leanne Crowther, joint founder of Flower & White, welcomed the acquisition and expressed optimism about the brand’s next chapter.
“We’re delighted to confirm that Flower & White has been acquired by Finsbury Food Group. 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,” Crowther said.
The purchase is set to boost Finsbury’s position in the direct-to-consumer market, alongside expanding its proposition into lighter snacking as consumers increasingly seek healthier options.
The acquisition also opens opportunities for cross-selling across Finsbury’s established bakery brands.
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