Finsbury Food Group has acquired 100% of better-for-you snacking brand Flower & White Ltd as the speciality bakery manufacturer continues to expand its footprint 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.
Founders Leanne and Brian Crowther will remain with the business to support integration and ongoing growth, with operations continuing from Flower & White’s Telford site.
The acquisition enhances Finsbury’s position in the direct-to-consumer market while adding a lighter snacking proposition to its premium baked goods portfolio. The group said the deal will create opportunities for innovation and cross-selling across its wider brand portfolio.
“Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments,” John Duffy, Chief Executive of Finsbury Food Group. “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.”
The move forms part of Finsbury’s wider buy-and-build growth strategy and follows its acquisition of a majority stake in direct-to-consumer cupcake brand Lola’s in August 2025.
Finsbury said the latest acquisition will further strengthen its capabilities in direct-to-consumer and support its ambition to capitalise on rising demand for healthier snacking alternatives.
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