Kestrel Foods has expanded its snack offerings by acquiring the Indie Bay Snacks brand from Nurture Brands. This all-UK transaction positions Indie Bay Snacks within Kestrel Foods’ portfolio, which already includes the Forest Feast brand.
While the financial details of this acquisition remain undisclosed, this move marks a strategic addition to Kestrel Foods, which is based in Northern Ireland. The company is already known for its Acti-Snack trail mix and granola line, having previously acquired another granola brand, Just Live a Little, three years ago.
Nurture Brands, which entered the pretzel business by acquiring Indie Bay Snacks two years ago, has also engaged in expanding its diverse portfolio. The company was formed in 2019 through the merger of UK firms Ape Snacks and Emily Crisps. Since then, it has expanded further by acquiring Doisy & Dam, a confectionery producer, alongside the seaweed crisps brand, Abakus Foods, in 2022.
In recent statements, Adam Draper, Managing Director of Nurture Brands, highlighted that the sale of Indie Bay Snacks allows the company to concentrate on more substantial areas of its business. He emphasized that the London-based company has achieved a “run-rate” turnover nearing £11 million over the last quarter, indicating a 17% growth. Within the same time frame, sales for its Rebel Kitchen brand surged by 42%, while Emily snacks experienced a 39% increase in sales.
Although Nurture Brands operates on a “marginally loss-making” basis, Draper anticipates profitability in the coming year. The majority of Nurture Brands’ revenue stems from its beverage segment. Additionally, the company is actively expanding the presence of its Jax Coco coconut water brand in the Asian markets. Notably, earlier this year, it secured listings for its products in 4,000 Starbucks stores across China.
Draper underscored the importance of maintaining both beverage and snack assets within their offerings, as they cater to similar customer bases. He referenced their Emily snack brand’s recent success, having landed a new contract with Costco in Australia.
As Kestrel Foods continues to grow its snack portfolio, this acquisition aligns with broader food and drink consumer trends, further enhancing its position within the competitive food and beverage industry.
