New World Foods Europe, which is the trading name for Meat Snacks Group Limited, is a producer of ambient meat snacks which owns the Freshers Foods brand.
As part of the deal, Kepak will acquire the Freshers Foods brand and its associated product lines, as well as two manufacturing sites in Wigan and York.
Kepak purchased the firm in order to strengthen its presence in the high-protein snacking and food-to-go categories, while it believes that the New World Foods Europe range adds a complementary range of products to its existing portfolio.
The current Kepak portfolio of brands in these categories includes Kings, Wild West and Cruga, in addition to 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,” said 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.”
Ronald Kers, CEO of Valeo Foods Group, added that he was confident Kepak would be the right owner to run New World Foods Europe going forward.
“We are pleased that they are transitioning to another outstanding company where they will receive the focus and resources to grow,” Kers said.
“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 throughout Ireland and the UK, employing more than 5,000 people.
