New World Foods Europe, the trading name for Meat Snacks Group Limited, specializes in ambient meat snacks and owns the Freshers Foods brand.
Under this strategic deal, Kepak will acquire the Freshers Foods brand alongside its associated product lines and two manufacturing facilities located in Wigan and York.
Kepak seeks this acquisition to enhance its standing in the high-protein snacking and food-to-go segments. They anticipate that incorporating New World Foods Europe’s offerings will complement their existing portfolio.
Currently, the Kepak brand portfolio in these segments includes established names such as Kings, Wild West, Cruga, Big Al’s, Rustlers, Crafty Chef, and John Stone.
“This acquisition enhances our capabilities in the ambient snacking category and adds a strong suite of established brands to our portfolio,” stated Brian Farrell, CEO of Kepak Foods Division.
“It supports our continued growth in both the UK and international markets, particularly across the convenience and food-to-go channels. It’s very much business as usual for both companies and our partners as we start a phased integration process.”
Additionally, Ronald Kers, CEO of Valeo Foods Group, expressed confidence that Kepak would be the ideal owner for New World Foods Europe moving forward.
“We are pleased that they are transitioning to another outstanding company where they will receive the focus and resources to grow,” Kers remarked.
“On behalf of Valeo Foods, I want to thank the many employees who supported New World Foods and have contributed to the strength of its brands. We appreciate their passion and commitment to New World Foods Europe and to Valeo Foods Group. These talented individuals are going to a fantastic organisation in Kepak, where they undoubtedly will thrive.”
Kepak operates 14 manufacturing facilities across Ireland and the UK, employing over 5,000 individuals.
