Cardiff headquartered bakery group Finsbury Food has made another acquisition, acquiring Telford-based healthy snack maker Flower & White. The deal, announced on 30 April 2026, is part of Finsbury's buy and build growth strategy.
Acquisition Details
Flower & White produces a range of light sweet treats and lower-calorie snack bars, serving direct-to-consumer, retail, and foodservice channels. The business is currently growing at around 30% and employs 46 staff. The value of the deal has not been disclosed.
Finsbury Food Group, listed on the stock market, employs 800 at its Cardiff HQ and manufacturing site under its Memory Lane brand. UK-wide, the group employs 3,500 with annual revenues exceeding £500 million.
Strategic Growth
This acquisition strengthens Finsbury's position in the direct-to-consumer market and adds new capabilities to capitalise on the shift towards healthier snacking alternatives. It follows Finsbury's acquisition of a majority stake in direct-to-consumer cupcake brand Lola's last August.
Flower & White's founders, Leanne and Brian Crowther, will remain in place to support a smooth integration, and the business will continue to operate from its Telford site.
Comments from Leadership
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 to the market. We couldn't be more excited for this next chapter."
Finsbury Food Group supplies a range of bread, cake, morning goods and bakery snack products to multiple retailers, food service and export channels across the UK and Europe.
