Bakery manufacturer Finsbury Food Group has acquired meringue and snacking bar specialist Flower & White as part of its plans to expand its presence in high-growth bakery categories.
Based in Telford, Flower & White produces a range of light sweet treats and lower-calorie snack bars across direct-to-consumer, retail and foodservice channels. These include Meringue Bars in a variety of flavours such as salted caramel, lemon, raspberry crumble, and chocolate. The business is currently growing at around 30%, noted Finsbury, and employs approximately 46 people.
Flower & White’s joint founders, Leanne and Brian Crowther, will remain in place to support a smooth integration and ensure ongoing momentum, and the firm will continue to operate from its Telford site.
The deal strengthens Finsbury Food Group’s position in the direct-to-consumer market and offers a differentiated lighter snacking proposition to its roster of baked goods. Adding Flower & White to the Group creates opportunities for innovation and cross-selling across Finsbury’s many brands and categories, highlighting strong growth potential, it said.
Finsbury Food Group CEO John Duffy described Flower & White as 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,” he added.
Leanne Crowther added that the acquisition was a “proud moment” in the brand’s journey, one which started in a Shropshire kitchen and has grown into a brand 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,” Crowther added.
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. With a clear buy and build strategy underpinning its growth plans, the business has made a number of targeted investments in what it describes as innovative, high-growth segments of the bakery market.
The most recent of these saw it acquire a majority stake in Lola’s Cupcakes in August 2025 marking its entry into the direct-to-consumer market.
Finsbury It has also been investing in its existing operations with a multi-million-pound investment plan underway at its dedicated foodservice site Kara in Manchester. It has also brought on board a new group product & innovation director, Neil Rockliff, who will ensure product development plays a central role in shaping the group’s future direction, including investment decisions.
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