Anticipated to commence later this year, the two upcoming production lines will operate at a remarkable speed of 360 bars per minute, effectively increasing the organization’s prior output, which stood at 120 bars per minute, threefold.
These new lines will enhance production capacity without replacing any existing machinery. The manufacturer, located in Wrexham, cites a significant rise in demand for cereal bars and functional snacks as the motivation behind this substantial investment to expand manufacturing capabilities.
Recent market insights from NIQ EPOS reveal that the overall cereal bar sector is currently valued at £819 million, reflecting a 3% growth compared to last year’s 2.4%. Protein bars alone, valued at £261 million, are witnessing an impressive 8.3% annual growth and represent 83% of the segment’s value increase.
Among everyday snacking options, the health-focused category stands out, experiencing an acceleration in growth rate to 22.3% from the previous 18.6%.
John McMullen, CEO of Wholebake, commented: “The way Britain snacks is undergoing a structural shift. People aren’t snacking more, they’re snacking better, trading traditional confectionery for healthier alternatives made with ingredients they recognise.”
He emphasized that the data highlights this shift as a permanent behavioral change, with consumers ready to purchase more expensive snacks that align with their lifestyles. “As a manufacturer, our job is to help brands and retailers keep pace with that demand,” he stated.
McMullen elaborated, “That’s exactly why we’re investing in new high-speed production lines this year, to provide our customers with the capacity, quality, and flexibility they require to thrive in one of the fastest-moving sectors of the food industry.”
He noted, “Wholebake has spent more than 25 years building expertise in healthy snacking, and the shift we have seen in that timeframe has been monumental.”
Significantly, the data indicates that this growth is fueled by a 27% rise in average pricing, despite a 3.5% decline in volume, underscoring consumers’ willingness to pay a premium for healthier, functional products.
The NIQ EPOS statistics further reveal that Wholebake sold over 145 million bars in the past year, with a 10% increase in volume (kg) and an 18.7% rise in value sales year on year—marking a notable acceleration from the previous period’s 16% growth, and surpassing the category average.
