Kepak Group has announced the acquisition of Meat Snacks Group Limited from Valeo Food Group. Trading as New World Foods Europe (NWFE), the business is a leading producer of ambient meat snacks. The deal includes the Freshers Foods brand, its associated product lines and Valeo’s two manufacturing sites in Wigan and York.
This acquisition marks a significant milestone in Kepak’s strategy to strengthen its presence in the high-protein snacking and food-to-go categories—segments experiencing sustained growth across the UK and international markets.
The New World Foods Europe range adds a complementary range of products to Kepak’s portfolio. These include high-protein ambient snack brands, such as Kings, Wild West, and Cruga, which align with growing consumer demand for convenient and nutritious snacking options.
“We are delighted to welcome New World Foods Europe into the Kepak Group,” said Brian Farrell, CEO of Kepak Foods Division. “This acquisition enhances our capabilities in the ambient snacking category and adds a strong suite of established brands to our portfolio. It supports our continued growth in both the UK and international markets, particularly across the convenience and food-to-go channels. It’s very much business as usual for both companies and our partners as we start a phased integration process.”
The acquisition forms part of Kepak’s broader strategy to diversify its offering and build on its existing strengths across core categories. It also reflects the Group’s ongoing commitment to consumer-led innovation and category development.
New World Foods Europe has been consolidating its operational footprint over the last 12 months and with this phase completed, Valeo Foods believes now is the right time to support its growth under new ownership.
Ronald Kers, CEO of Valeo Foods Group said: "We are confident that Kepak Group is the right partner to lead New World Foods Europe into its next chapter and unlock its full potential. We are pleased that they are transitioning to another outstanding company where they will receive the focus and resources to grow.
“On behalf of Valeo Foods, I want to thank the many employees who supported New World Foods and have contributed to the strength of its brands. We appreciate their passion and commitment to New World Foods Europe and to Valeo Foods Group. These talented individuals are going to a fantastic organisation in Kepak, where they undoubtedly will thrive."