East End Foods cash and carries sold

Two members of the Wouhra family have retaken charge of two food cash and carries.

Lioncroft Holdings has purchased the wholesale business of Birmingham-based-based food company East End Foods after securing a seven-figure finance package from HSBC UK.

The business was founded by the Wouhra family in 1972.

After selling East End Foods to private equity firm Exponent in 2019, the family – led by chief executive of Lioncroft Holdings Dr. Jason Wouhra and his father, chairman Jasbir Wouhra, – have bought the company’s wholesale business, which supplies over 4,000 retailers in the Midlands.

The family said it hopes to build on the reputation it has established in the industry over the last four decades by exploring potential new areas of growth and creating 100 new jobs in the region.

East End Foods is one of the largest Asian food producers and suppliers in the UK.

The team advising Lioncroft Holdings was led by Squire Patton Boggs corporate partner Tony Reed and included lawyers in tax, real estate, employment and intellectual property from the Birmingham, London and Leeds offices.

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