Emily Crisps wins investment for growth

By Rick Pendrous

- Last updated on GMT

Crisp entrepreneur Emily Wong was delighted to win the investment that will help her business grow
Crisp entrepreneur Emily Wong was delighted to win the investment that will help her business grow
Healthy snack brand Emily Crisps, which manufactures fruit and vegetable crisps, has sold a stake in its business to private equity firm Inverleith and investor club Hothouse Brands, in a move that will expand its range, marketing and distribution in the UK and overseas.

Inverleith and Hothouse Brands have purchased a “significant minority stake”​ in the business.

Emily Crisps was founded in 2014 by partners Emily Wong and Alex Ascani as a healthy alternative to traditional potato crisps and fruit snacks.

Originally launched exclusively in Selfridges, it has grown over the past two years and is now stocked in more than 1,000 retail locations in more than 10 countries worldwide.

Following the investment, Wong will become chief executive and Ascani will assume the role of chief operating officer.

‘Heavyweight industry experts’

A newly created board of directors will comprise “heavyweight industry experts”​ assuming non-executive board positions.

The business has plans to become a key player within the snacking market in the UK, Europe and further afield.

Its aim is to provide health-conscious consumers with the opportunity to indulge in ‘guilt-free snacking’.

“We are delighted that Inverleith and Hothouse Brands have acquired a stake within Emily Crisps,”​ said Wong.

We knew this was the right time to seek investment and wanted an investor partner who would recognise the uniqueness of what we have created, the opportunity, understand our brand vision and help to take us to the next level.”

‘Right time to seek investment’ `

Inverleith and Hothouse partner Paul Skipworth added: “Emily Crisps is the perfect addition to our current portfolio of investments.

“In Emily and Alex, the founders, we have seen two talented entrepreneurs create a unique product that taps into several key growing trends within the food and health and wellbeing categories.”

Inverleith and Hothouse Brands invests into brand companies within the health and wellbeing, lifestyle and heritage sectors.

Its principals are: ex Scottish & Newcastle and C&C Group chief executive John Dunsmore; ex chairman and chief executive of Noble Group Ben Thomson; and ex chief executive of The Glenmorangie Company and partner at L Capital Paul Skipworth.

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