Family-owned snack manufacturer Tayto Group has joined forces with Yorkshire’s Bite UK in a new joint venture.
The new company, Bite UK Snacks Ltd, aims to become the UK’s leading healthy snacks business in a sector now thought to be worth around £200 million.
Flagship brand Pure Bite will join household names including Tayto, Golden Wonder, REAL Crisps, Mr Porky and Portlebay popcorn and be distributed through Tayto’s global network.
A refreshed design for Pure Bite has also unveiled, reflecting the taste and health credentials of the brand including being vegan, free from dairy, gluten & preservatives as well as being high in fibre and protein.
As well as being stocked in many 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.
Jason Bull, founder of Bite UK who will continue as managing director, 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 at Tayto Group, said: “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.”
Launched in August 2017 Pure Bite is exported to the Middle East, Ireland, Iceland and the rest of Europe and cover two significant areas of snacking growth – healthy, free-from snacking and convenient food to go. The range is dairy free, gluten free, vegan, preservative free, high fibre, high protein, low salt, low sugar and low in calories.
Pure Bite Almond Nut Clusters won a prestigious Great Taste Award in 2017.
The current Pure Bite range (£1.69 RRP) includes Popped Rice Clusters, Blueberry and Cranberry, 20g; Popped Rice Clusters, Strawberry and Gojiberry, 20g; Nut Clusters, Almond, 30g; Nut Clusters, Hot and Spicy, 30g; and Crunchy Coconut Clusters, Strawberry, 30g.