Snack brand snapped up to create new healthy snacking business

Bite UK, the Huddersfield-based snack brand, has been acquired by Tayto Group in a deal which will see the launch of a new healthy snacks business.

The takeover, completed for an undisclosed sum, has resulted in the creation of Bite UK Snacks Ltd.

Bite UK’s flagship brand Pure Bite will now be distributed through Tayto’s global network, along with other snack products such as Tayto, Golden Wonder, REAL Crisps, Mr Porky and Portlebay popcorn.

The Pure Bite brand has also been re-branded to coincide the launch of Bite UK Snacks, which highlights its vegan, free from dairy, gluten and preservatives credentials, as well as being high in fibre and protein.

In addition to being stocked in independent retail outlets, Pure Bite has confirmed listings with McColls stores, Nisa stores, Scot-Mid Co-op, Musgrave, Centra, Supervalu, Mace, Applegreen, and Amazon with a number of major retailers looking to stock the range in the near future.

A combined total of 50 people are working across Pure Bite in Huddersfield and Tayto Group’s site in Corby.

Jason Bull, founder of Bite UK, will continue as managing director to drive and oversee growth within the business.

Bull said: “Expect to see Pure Bite everywhere in 2019! The support that the Tayto Group can provide is unprecedented. The potential for growth is huge and their expertise will help us to take healthy snacking into the mainstream and deliver our vision of being the UK’s leading supplier of healthy snacks. I look forward to making Pure Bite one of the nation’s favourite brands.”

John McQuaid, sales director of Tayto Group, added: “We value healthy snacking and recognise that consumers demand healthy snacks without compromising on flavour.

“I am impressed with the outstanding health and taste credentials that Pure Bite provides and the ability to deliver both propositions at a competitive price to retailers and trade sets the Pure Bite brand apart from other competitors.”

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