Radnor Hills has expanded beyond drinks, having secured the sales, marketing and distribution rights for Burts Snacks via a newly formed venture called Canny Snacks.
The deal would help Radnor “unlock growth within the adjacent and complementary snacking market”, the Welsh soft drinks manufacturer said.
It would “take the Burts brand to the next level” by combining the two business’ “creativity, commercial capability and operational support to unlock new opportunities”, it added.
Production of Burts Snacks will remain in the arms of Europe Snacks, which acquired the brand and its Plymouth production hub in 2023.
Europe Snacks would remain “the exclusive manufacturing partner for the Burts brand”, with production remaining in the south west “using the same sourcing and manufacturing processes”, Radnor Hills insisted.
Standalone business
Canny Snacks will operate as a standalone business to Radnor Hills, led by the business’ grocery business development manager Tom Carne and supported by Radnor’s wider commercial and operational teams.
“We see a huge opportunity to unlock the potential of the Burts brand and build a scalable snacking business,” Carne said. “By combining the strengths of Radnor Hills, Europe Snacks and our wider partners, we are well placed to drive future growth through a collaborative approach.”
Further support will come from Radnor founder and CEO William Watkins and ex-Yeo Valley CEO Adrian Carne.
“Canny Snacks allows us to explore growth beyond drinks and into the fast-growing snacking market, building on the experience, infrastructure and relationships we already have at Radnor Hills,” said Watkins. “This is an exciting opportunity for Radnor Hills to expand into a category that naturally complements our core drinks business – after all, great drinks and great snacks are the perfect combination.”
Burts UK MD Rikin Lakhani added: “We’re really excited about what this collaboration will bring. Canny Snacks’ entrepreneurial drive, combined with the expertise of Radnor Hills, creates a powerful platform to unlock new opportunities and take the Burts brand to the next level.”
Radnor Hills is one of the UK’s leading independently owned and run soft drinks manufacturers, producing soft drinks and still and sparkling water products from Welsh spring water.
Sales at the business declined by 0.5% to £74.9m in the year ended 31 May 2025, while profits before tax fell 6.8% to £9.75m.
Burts crisps are stocked in Tesco, Asda, Morrisons and Co-op stores in the south west of England, as well as on Amazon.
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