Burton’s Biscuits, owner of Jammy Dodgers and Maryland Cookies, is reportedly in the running to make a £60m bid for the maker of Nakd bars.

According to The Telegraph, the biscuit giant is exploring potential for buying Natural Balance Foods, and is said to be attracted by the opportunity to gain position in the healthy eating market.

The newspaper said the company also faced competition from Kellogg’s and US health food conglomerate Hain Celestial, which owns the New Covent Garden range of soups and Linda McCartney vegetarian food brands.

Boutique advisory firm Stamford Partners is running the sale. Burton’s and Kellog’s have both said that they do not comment of speculation of this nature. 

Natural Balance Foods has rolled out its gluten-free Nakd wholefood bars, which sell themselves as “fruit and nuts mushed together” in the biggest supermarket chains. Nakd sells its all-natural bars in flavours from banana bread and pecan pie to rhubarb and custard. Its Trek bars are primarily focused on giving gym users healthy protein hits.

The company is reportedly exploring next steps for the business after a boom in sales last year.

The business was started in Oxfordshire by California-born brothers Jamie and Greg Combs in 2005. It now stocks major multiples with gluten-free and vegan health bars.