UK: Rollagranola acquires Primrose’s Kitchen’s assets

Granola company Rollagranola has bought Primrose’s Kitchen, the UK-based breakfast cereal business that went into liquidation in December 2021.

Founded in 2014, Hitchin-based Rollagranola has acquired the stock, packaging, intellectual property, and brand name of Primrose’s Kitchen, a supplier of organic and vegan, and gluten-free muesli from the South of England.

Rollagranola’s founder Robin Longden said the buy-out of Primrose’s Kitchen “signals a new direction” for the company.

“The purchase has come at a perfect time for Rollagranola following a record year across the retail, wholesale, white label and zero-waste elements of the business. We are committed to using our broad breakfast cereal expertise to put the brand on shelf in all major outlets”, said Robin Longden.

Rollagranola’s products are supplied to Ocado and Amazon, The Health Store (TLS), and organic, natural grocer CLF, along with independent outlets and it generated a turnover of £1.1 million in 2021. The business also supplies markets outside the UK including Denmark, Spain, and Saudi Arabia.

Source: Just Food