Finsbury Food Group has acquired snacking brand Flower & White as part of its ongoing buy-and-build strategy in innovative segments of the bakery market.
Based in Telford, Flower & White produces lower-calorie snack bars across DTC, retail and foodservice channels. Its range includes Meringue Bars in flavours such as raspberry crumble, salted caramel, lemon and birthday cake (rsp: from £2.50).
The business has grown sales revenue by 30% year on year and employs 46 people, according to Finsbury Food Group.
Flower & White founders Leanne and Brian Crowther will remain with the business to support a “smooth integration and ensure ongoing momentum”, with operations continuing at its Telford site.
Finsbury said the deal would strengthen its position in the DTC market, while adding a differentiated lighter snacking proposition to its roster of baked goods. It also highlighted opportunities for innovation and cross-selling across its brands and categories, as well as “new capabilities” to capitalise on the growing demand for healthier snacking.
“Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments,” said John Duffy, CEO of Finsbury Food Group.
“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 added: “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.”
Finsbury Food Group supplies a range of bread, cake, morning goods and bakery snack products to retailers, foodservice and export channels across the UK and Europe.
The business has made a number of targeted investments in innovative, high-growth segments of the bakery market, including taking a majority stake in DTC cupcake brand Lola’s in August 2025.
In February, the group hired former Samworth Brothers director Neil Rockliff as group product & innovation director.
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