Finsbury Food Group, one of the UK’s leading speciality bakery manufacturers, has acquired 100% of Flower & White Ltd, a better-for-you snacking brand, as it continues to expand its presence in high-growth bakery categories.
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 approximately 46 people.
Flower & White’s founders, Leanne and Brian Crowther, will remain in place to support a smooth integration and ensure ongoing momentum. The business will continue to operate from its Telford site.
From bakery to lighter snacking
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 premium, baked goods. Adding Flower & White to the Group creates opportunities for innovation and cross-selling across Finsbury’s many brands and categories, highlighting strong growth potential.
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 Ltd to the market. We couldn’t be more excited for this next chapter.”
