A significant transformation is underway in the UK impulse food and beverage arena. Soft drink producer Radnor Hills has announced its support for an innovative initiative called Canny Snacks.
This newly established entity has acquired the sales, marketing, and distribution rights for the renowned British label, Burts Snacks.
The shift officially commenced on June 1, 2026. Europe Snacks will continue to produce Burts crisps in Plymouth, but this new partnership is poised to transform the brand’s growth trajectory entirely.
There are several strategic reasons behind the collaboration between Burts and Radnor Hills.
1. Diversifying Beyond Beverages
For Radnor Hills, which annually manufactures over 400 million drinks, this alliance marks its inaugural foray into the snack sector. The company aims to penetrate the rapidly expanding savoury snacking market.
Rather than starting anew, Radnor Hills plans to leverage its extensive distribution network, established customer relations, and operational prowess to elevate a premium snack brand into fresh retail environments. As CEO William Watkins articulates, the pairing of outstanding drinks and snacks forms “the perfect combination.”
2. Infusing New Entrepreneurial Spirit into Burts
Despite Burts’ rich legacy, which includes several accolades in 2025 such as Taste of the West Golds, the brand is primed for its next phase. Canny Snacks will function as an independent operation fully focused on driving growth, investment, and future innovation for Burts’ product line.
The new venture will draw guidance from seasoned industry professionals including Tom Carne, co-founder and director of Canny Snacks; William Watkins, founder and CEO of Radnor Hills; and Adrian Carne, the former CEO of the successful dairy brand Yeo Valley.
This leadership team is set to bring a rejuvenated, entrepreneurial perspective, which Burts UK managing director Rikin Lakhani believes will establish a “powerful platform to unlock new opportunities.”
3. Preserving Local Heritage While Scaling Up
This partnership enables Burts to expand without compromising its identity. With Europe Snacks remaining as the sole manufacturing partner, the crisps will continue to be crafted in Devon, utilizing locally sourced, Red Tractor-approved potatoes.
Both Radnor Hills and Burts share a strong commitment to sustainability. Radnor Hills uses pure Welsh spring water and local packaging, while Burts has received a Silver award from The Grocer for its eco-conscious 55% PCR packaging. This mutual dedication to local communities and environmental practices renders the collaboration an ideal cultural fit.
In summary, this alliance merges extensive operational capabilities with genuine local quality, ensuring that Burts crisps will soon appear on more shelves across the UK.
The venture, under Canny Snacks and backed by Radnor Hills, will now oversee sales and distribution for Burts, with sourcing processes remaining unchanged—Burts will continue to be produced in Plymouth using authentic Devon ingredients. The aim is to foster innovation within the category by integrating Radnor Hills’ drink distribution infrastructure with Burts’ premium snack offerings.
