Yorkshire snack manufacturer agrees new deal in the US

Symingtons, the branded meal and snack manufacturer which includes Mug Shot, Chicken Tonight and RAGU as brands, is launching a further six products from its  snack brand Naked into Walmart stores this month.

The Leeds-based businesses estimates the deal with the American supermarket will deliver £13.3m over the next two years and is looking to launch further products from its Twistd range which launched 12 months ago offering flavoured couscous, super grains and more..

This new deal builds on the one stuck last year between the manufacturer and retailer which saw five Naked Noodle products launch in 3,000 stores, and according to Symingtons sales of these led Naked was on track to be one of Walmart’s top five brands within the dried soup category.

David Cox, chief executive of Symington said: “Getting a foothold into the US market is notoriously difficult for British food manufacturers, especially one of our size.

“The Wallmart tie-up is part of our ambitious international plan over the next three years and our strategic approach to take back control, concentrate on our own brands and exit from licensed manufacturing agreements.”

Cox added that the business is in discussions on future product innovations, having at the end of last month launched two gluten and dairy free rice pots.

He concluded: “Our plans are fully focused on extended Twistd into the US , just as we have already achieved with Naked.”