Pri Bakes has been snapped up by private investment firm Voracio Foods, as founder Pri Savjani steps back from day-to-day operations.
Savjani started the business in her kitchen with a range of oaty pies, launching into Planet Organic in 2019 with the idea of creating an indulgent healthy snack.
Developed strategically ahead of the UK’s HFSS legislation to be non-HFSS, the brand secured listings across more than 100 independent health food stores in less than three months, with a production site and warehouse opening as sales lifted.
The acquisition of Pri Bakes represents further consolidation in the UK’s better-for-you snacking category, as established food players look to acquire mission-led brands with proven retail traction.
Voracio will be looking to broaden the brand’s distribution and focus on continued production innovation across the oat-based portfolio, as the brand enters its next stage of growth.
“Pri Bakes began as a white space regulatory opportunity to create better-for-you snacks that were HFSS compliant ahead of the onset of legislation announced in 2022, and we have capitalised on that opportunity with listings with Boots, WHSmith, Booths, Planet Organic, Compass Group and Sysco,” said Savjani.
" I’m proud of what the team has built and excited that, with Voracio Foods, we can take the brand into its next phase — reaching more customers while staying true to the mission."
Savjani told Food Manufacture that building the business has been “the most rewarding experience” of her life.
“When Voracio Foods came to the table, it felt like the right moment – the right partner, the right time for the brand, and the right time for me personally to step back and think carefully about what comes next.”
On the future, she added: “I’ve always been drawn to spotting white space early and moving before the market catches up. I’m excited to explore where I can apply that lens next.”
