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Finsbury Food Group, the UK speciality bakery manufacturer, has expanded its operations with the acquisition of 100% of Flower & White, the better-for-you snacks brand.
Based in Telford, Flower & White produces lower-calorie snack bars and light sweet treats for direct-to-consumer (DTC), retail and foodservice channels. According to Finsbury, the business is currently growing at around 30% and employs approximately 46 staff.
The deal is intended to strengthen Finsbury’s DTC platform and offer a differentiated lighter snacking proposition to complement its premium baked goods portfolio. The company stated that the founders of Flower & White will remain in place to support the ongoing integration.
The transaction follows Finsbury’s previous purchase of a majority stake in Lola’s, a DTC cupcake brand, in August 2025.
Finsbury chief executive John Duffy commented: “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”.
Source: Finsbury Food Group
