Wrexham-based manufacturer Wholebake is investing £3m in two new high-speed production lines to meet rising demand for healthier snacks.
The new lines, which will be up-and-running later this year, will run at 360 bars per minute compared with 120 on its existing lines. However, the existing setup will remain, giving the firm and its customers headroom to grow.
Wholebake said the decision to invest heavily in scaling up production is due to a structural shift which sees consumers choosing snacks which are higher in protein, lower in sugar, free-from and made with recognisable ingredients.
The total cereal bar market is now worth £819m with 3% growth over the past year [NIQ EPOS data 52 weeks ending 16 May 2026]. Within this, protein bars are worth £261m, growing at 8.3% year on year and accounting for 83% of the category’s value growth. Within everyday snacking bars, the health segment is booming, with value growth accelerating to 22.3% (from +18.6%). Notably, that growth was driven by a 27% increase in average price while volumes dipped by 3.5%.
“The way Britain snacks is undergoing a structural shift,” said Wholebake CEO John McMullen.
“People aren’t snacking more, they’re snacking better, trading traditional confectionery for healthier alternatives made with ingredients they recognise, “he adds. “The data makes clear this is not a passing fad but a lasting change in behaviour, and one where consumers are willing to pay more for snacks that fit their lifestyle.”
Wholebake’s own sales are also up, selling 145m bars over the past year representing an 18.7% increase in value sales and a 10% increase in volume.
“As a manufacturer, our job is to help brands and retailers keep pace with that demand. That’s exactly why we’re investing in new high-speed production lines this year, to give our customers the capacity, quality and flexibility they need to grow in one of the fastest-moving parts of the food industry,” added McMullen, who stepped into the role late last year.
Under his leadership, the priorities for Wholebake are focussed on delivering its growth strategy, while continuing to invest in innovation, operational excellence and its people. Long term, his vision is to achieve sustainable top and bottom-line growth, strengthening Wholebake’s position as a trusted partner of choice for businesses across the UK, Europe and beyond.
The appointment follows significant recent investment in the business, including the opening of Wholebake’s new 73,000 sq ft manufacturing facility in Wrexham.
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