Finsbury Food Group, one of the UK’s leading speciality bakery manufacturers, said on Thursday that it has acquired Flower & White Ltd, a better-for-you snacking brand, as it continues to expand its presence in high-growth bakery categories.
Based in Telford, Flower & White produces a range of light sweet treats and lower-calorie snack bars across direct-to-consumer, retail and foodservice channels. The business is currently growing at around 30 per cent and employs approximately 46 people.
Flower & White’s founders, Leanne and Brian Crowther, will remain in place to support the integration and ensure ongoing momentum. The business will continue to operate from its Telford site.
Finsbury Food Group said the deal strengthens its position in the direct-to-consumer market and offers a differentiated lighter snacking proposition to its roster of premium, baked goods. Adding Flower & White to the Group is expected to create opportunities for innovation and cross-selling across Finsbury’s many brands and categories, highlighting strong growth potential.
“Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments” John Duffy, chief executive of Finsbury Food Group, said.
“This acquisition strengthens our direct-to-consumer platform and adds exciting capability in sweet treats and better-for-you snacking. We see strong opportunities to scale the brand through our retail and commercial channels.”
Leanne Crowther, joint founder of Flower & White, said: “We’re delighted to confirm that Flower & White has been acquired by Finsbury Food Group. This is a proud moment in our journey. What started as a small idea in our Shropshire kitchen has grown into a brand-first business shaped by an amazing team and loyal customers.
“Joining Finsbury allows us to build on everything we’ve created, accelerating our direct-to-consumer plans, strengthening retail and foodservice relationships and bringing even more of what people love from Flower & White Ltd to the market. We couldn’t be more excited for this next chapter.”
Finsbury Food Group supplies a range of bread, cake, morning goods and bakery snack products to multiple retailers, food service and export channels across the UK and Europe.
The deal follows Finsbury acquiring a majority stake in direct-to-consumer cupcake brand, Lola’s in August 2025 and Scottish bakery peer Lees Foods in 2023.