Organic baby food supplier Plum Baby has been bought by Darwin Private Equity for £10m.

The upmarket business, which launched in 2006, is on track to achieve retail turnover of £15m this year and has a range of over 50 products, including baby food puree pots, purees in pouches and baby snacks.

Founder Susie Willis (pictured), who will remain in the business as creative director, claimed the sale would transform Plum into “a major player in the UK baby food market”.

“It was clear from the first meeting that Darwin shared our passion and vision for the business,” she said.

Darwin partner Jonathan Kaye claimed the firm would invest “heavily” to develop the business.

“Plum is a very strong brand and Susie and the team have done an excellent job to get the business to where it is today,” he said. “We believe Plum has significant growth potential and we plan to invest heavily in the business to build upon its market position.”

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