Finsbury Food has expanded its portfolio by acquiring a complete ownership of Flower & White, a company known for its selection of ‘better-for-you’ sweet confections and snack bars sold through direct-to-consumer, retail, and foodservice avenues.
With a current growth rate of approximately 30%, this acquisition will enhance Finsbury’s presence in the direct-to-consumer segment, while also broadening its offerings in light snacks, as consumers increasingly gravitate toward healthier alternatives. Additionally, the purchase creates avenues for cross-promotion within Finsbury’s existing product lineup.
“Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments. This acquisition strengthens our direct-to-consumer platform and adds exciting capability in sweet treats and better-for-you snacking. We see strong opportunities to scale the brand through our retail and commercial channels,” stated John Duffy, chief executive of Finsbury Food Group.
Located near the border of Birmingham and Wales, the Telford-based company employs 46 individuals and will continue its operations there, with founders Leanne and Brian Crowther remaining onboard to facilitate a seamless integration and sustain growth momentum.
Leanne Crowther expressed their excitement: “This is a proud moment in our journey. What started as a small idea in our Shropshire kitchen has grown into a brand-first business shaped by an amazing team and loyal customers.
“Joining Finsbury allows us to build on everything we’ve created, accelerating our direct-to-consumer plans, strengthening retail and foodservice relationships and bringing even more of what people love from Flower & White Ltd to the market. We couldn’t be more excited for this next chapter.”
Finsbury Food Group provides a wide array of bread, cake, morning goods, and bakery snacks to various retailers, food service outlets, and export markets throughout the UK and Europe.
The company has made several strategic investments, including acquiring a majority interest in the direct-to-consumer cupcake brand, Lola’s, in August 2025, as part of its ‘build and buy’ strategy.