Rebel Kitchen to merge with Nurture Brands

Rebel Kitchen, the trading name for Craze Foods, will join Emily Crisps and Ape Snacks as part of Nurture’s portfolio of brands from January 2020.

Ben Arbib, founder of both Rebel and Nurture, said that bringing the two separate businesses that shared a common desire to create healthier plant-based food and drink under one roof was a decision that “made sense​”.

“In becoming one business, we are able to accelerate the growth of our brands while still delivering great-tasting products made with whole, plant-based ingredients, under an ethical business model,” ​he added.

Poised for growth​

Nurture Brands managing director Adam Draper said the business was poised for strong growth, based on its focus on “macro category trends​” in the food and drink market.

“We know that our brands resonate with consumers and we have a fantastic team who are passionate about driving our brands and the category forward in the UK and beyond,”​ Draper explained.

Draper will remain as managing director of Nurture Brands, with Arbib continuing as owner. The business will continue to be based in central London.  

Nationwide availability ​

Founded in 2014, Rebel Kitchen produces organic plant-based dairy alternatives that are available in Waitrose and Whole Foods Market stores nationwide and through online retailer Ocado – including plant-based milks, coconut water and a range of single-serve ‘Mylk Shakes’.

Co-founder Arbib purchased the Ape Snacks brand in November 2018 and subsequently merged it with Emily Crisps – purchased in March 2019 – to create Nurture.  The business said it intended to become carbon-neutral by the end of this year.

Meanwhile, private equity firm Towerbrook has reportedly set its sights on acquiring 2 Sisters-owned Fox’s Biscuits​ as part of a mega-merger to create a new European biscuit business.