2 min read - 5 May, 2026
Finsbury boosts DTC growth with Flower & White acquisition
Finsbury Food Group, one of the UK’s leading speciality bakery manufacturers, has acquired 100% of Flower & White, a healthy 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% and employs approximately 46 people.
Flower & White’s founders, Leanne and Brian Crowther, will remain in place to support a smooth integration and ensure ongoing momentum. The business will continue to operate from its Telford site.
The deal strengthens Finsbury Food Group’s 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 creates opportunities for innovation and cross-selling across Finsbury’s many brands and categories, highlighting strong growth potential.
Finsbury Food Group has acquired healthy snacking brand Flower & White as it looks to strengthen its direct-to-consumer and retail growth / Picture: Flower & White/Finsbury Food Group
John Duffy, chief executive of Finsbury Food Group, said: “Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments. 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, added: “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 to the market.”
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. With a clear buy-and-build strategy underpinning its strategic growth plans, the business has made a number of targeted investments in innovative, high-growth segments of the bakery market. The announcement of this deal follows Finsbury’s acquisition of a majority stake in direct-to-consumer cupcake brand, Lola’s, in August 2025.
The acquisition of Flower & White further strengthens Finsbury’s position within the direct-to-consumer market and adds new capabilities to further capitalise on the shift towards healthier snacking alternatives that shoppers are increasingly seeking.
