First Quality Foods has sold its couscous packing division to concentrate on its core cereal bar and cake bakery business.

The Bristol-based company sold the division, including the Sammy’s brand, to Symington’s - the Leeds-based firm which also packs the Ainsley Harriott brand and own-label products - for an undisclosed sum.

First Quality’s managing director Sam Jacobi said: "The sale of the Sammy’s brand and our couscous packing division will enable us to focus on our core businesses, where we feel we can add significant value. We had taken the Sammy’s brand as far as we could and feel that the brand can flourish under the wing of a bigger company. Symington’s seemed the natural home for Sammy’s."

The company’s bakery, Kingsbake, makes Ma Baker flapjacks, cakes, slices and natural fruit-and-nut bars under own-brand and private-label.

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