The moves see Finsbury Food acquiring a 100% stake in Flower & White, which produces a range of ‘better-for-you’ sweet treats and snack bars across direct-to-consumer, retail and foodservice channels.
Currently growing at around 30%, the purchase is set to boost Finsbury’s position in the direct-to-consumer market, alongside expanding its proposition into lighter snacking as consumers increasingly seek healthier options. The acquisition also opens up opportunities for cross-selling across Finsbury’s existing portfolio.
“Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments. This acquisition strengthens our direct-to-consumer platform and adds exciting capability in sweet treats and better-for-you snacking. We see strong opportunities to scale the brand through our retail and commercial channels,” said John Duffy, chief executive of Finsbury Food Group.
Nestled between the Birmingham and Welsh border, the business – which currently employs 46 people – will continue to operate from Telford, with its founders Leanne and Brian Crowther remaining in place to support a smooth integration and drive ongoing momentum.
Leanne Crowther said they are delighted: “This is a proud moment in our journey. What started as a small idea in our Shropshire kitchen has grown into a brand-first business shaped by an amazing team and loyal customers.
“Joining Finsbury allows us to build on everything we’ve created, accelerating our direct-to-consumer plans, strengthening retail and foodservice relationships and bringing even more of what people love from Flower & White Ltd to the market. We couldn’t be more excited for this next chapter.”
Finsbury Food Group supplies a range of bread, cake, morning goods and bakery snack products to multiple retailers, food service and export channels across the UK and Europe.
The business has made a number of investments including snapping up a majority stake in direct-to-consumer cupcake brand, Lola’s, in August 2025, as part of a ‘build and buy’ strategy.
