Bakkavor acquires UK humous brand Moorish

By Bethan Grylls

- Last updated on GMT

Bakkavor's CEO suggests there's other areas the dip brand could dip its toe into
Bakkavor's CEO suggests there's other areas the dip brand could dip its toe into

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The dip brand, which was founded by former BBC journalist Julie Waddell in 2012, has been acquired for an undisclosed sum by the fresh foods provider.

Since its inception, the Moorish brand has grown from its humble kitchen beginnings to a business with a revenue of more than £2m.

It features a range of different flavoured humous dips and has successfully secured several retail listings in the UK, including Asda, Sainsbury’s and Cotswold Fayre.

In its new home, it will sit alongside others that Bakkavor is working with, including Pizza Express, The Delicious Dessert Company, The Pizza Company, and more recently, Pinch. Its current managing director, Andy Atherton, will stay on in a consultancy role, supporting the brand’s transition to its new owners.

Commenting on the purchase of the business, founder Julie Waddell said she is “incredibly proud of what Moorish has achieved”.

“Since starting from my kitchen table in 2012, it’s been quite a journey to see the business grow into what it is today,”​ she added.

“I feel very fortunate that for the last 12 years my job has been to create innovative, delicious products that are loved by consumers across the UK.”

Mike Edwards, CEO of Bakkavor Group plc, added: “The high-quality, innovative Moorish products will be a great addition to our existing brands and will complement our existing dips business.”

He also hinted at the how Bakkavor might expand the dip brand’s horizons: “The Moorish brand has so much more potential than just humous and we are excited about expanding it into other relevant Bakkavor categories in the future.We’d like to congratulate Julie, Andy and the team on the great brand they have built and are looking forward to it growing further under our ownership.”

Waddell agreed the future looked bright, with the brand poised for new ventures and expansion: “In Bakkavor, there are so many great opportunities still to explore with the brand and I will enjoy watching Moorish flourish as the new owners take it to the next level.”

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