Finsbury Food Group, one of the UK’s leading speciality bakery manufacturers, has acquired 100% of 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% 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.
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, 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.
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“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. 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 acquiring 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.
