The site of the iconic former HP Sauce factory in Birmingham is set to be transformed into a cash & carry depot, Indian cookery school and conference centre after being snapped up by East End Foods.

East End, which has two cash & carry sites in the Birmingham area as well as a manufacturing premises for Indian foods, will build a 100,000 sq ft cash & carry and 20,000 sq ft bonded warehouse on the six-acre site, with 2.7 acres set aside for a conference and training centre and car parking.

"The site has been purchased to expand the cash & carry side of our business," said East End buying director Don Wouhra. "It had been on the agenda for a good three years for our board to provide the ultimate shopping experience for our customer base."

Heinz closed the factory in 2007 after production was transferred to The Netherlands and the building was subsequently demolished. A new 15-storey building will replace the factory's famous tower.

"Our tower will display a new East End logo and the Landmark Wholesale logo, which will be visible from Spaghetti Junction and the A38 Aston Expressway in and out of central Birmingham," Wouhra said, adding that work on the site is expected to take up to 18 months and will result in the creation of 200 new jobs in the area.

"We are delighted to create employment opportunities for the people of Aston and surrounding areas," Wouhra commented.