Snack start-up Emily Crisps plans to expand its range, marketing and distribution in the UK and overseas, following the sale of a ‘significant’ minority stake to investment vehicle Inverleith LLP & Hothouse Brands Ltd.
The seven-figure deal sees the brand’s co-founders, Emily Wong and Alex Ascani, take on the roles of chief executive and chief operating officer respectively. A newly created board of directors will see ‘heavyweight industry experts’ assuming non-executive positions.
Emily Crisps was set up in 2014, launching its fruit crisps exclusively in Selfridges. The brand is now stocked in over 1,000 retail locations across more than 10 countries, and recently expanded its offering with the introduction of two vegetable crisp variants.
Wong and Ascani had sought an investor partner that would “recognise the uniqueness of what we have created” said Wong.
“The Inverleith LLP & Hothouse Partner Ltd team and wider network bring a wealth of strategic and commercial experience to the business,” she added. “We can build on the early success of Emily Crisps and continue to drive its brand and products as the healthy indulgence snack of choice across the UK and further afield.”
Inverleith LLP & Hothouse Brands Ltd invests in brand companies within the health & wellbeing, lifestyle and heritage sectors, specialising in ‘internationalising and commercialising’ brands. Its principals include former Scottish & Newcastle chief executive John Dunsmore and Paul Skipworth, who was CEO of The Glenmorangie Company from 2011 to 2013.
“Emily Crisps is the perfect addition to our current portfolio of investments,” said Skipworth. “We have seen two talented entrepreneurs create a unique product. which taps several key growing trends within the food and health & wellbeing categories.”