Healthier snacking brand Pri Bakes has been acquired by a private investment group for an undisclosed sum.
Priyanka Savjani founded the business in 2020 as an oat-based better-for-you snacking brand positioned for the non-HFSS market.
She will remain involved in Pri Bakes as a shareholder and advisor, but will step back from day-to-day operations.
From early small-batch production, Pri Bakes scaled distribution through multiple retail and foodservice channels, securing listings with the likes of Boots, WH Smith, Planet Organic, Booths and Sysco.
The acquisition by Voracio Foods – a private investment group run by David Holme and Ellen Johnson – will support the next phase of growth for the brand, with a focus on broader distribution and continued product innovation across the oat-based portfolio.
“Pri Bakes began as a white space regulatory opportunity to create better-for-you snacks that were HFSS-compliant ahead of the onset of legislation announced in 2022, and we have capitalised on that opportunity with listings with Boots, WH Smith and Sysco,” Savjani said.
“I’m proud of what the team has built and excited that, with Voracio Foods, we can take the brand into its next phase, reaching more customers while staying true to the mission.”
Financial terms of the deal were not disclosed.
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