Tayto takes a bigger bite of snack market

The Northern Ireland family business behind successful snack brands including Tayto, Golden Wonder, REAL Crisps, Mr Porky and Portlebay popcorn has expanded with the acquisition of a healthy snack business in Britain.

The group, a Food NI member, has acquired Bite UK, based in Yorkshire, which specialises in the development, manufacturing and retailing of free-from, healthy snack products that are low in calories and fat while being suitable for people with allergies and intolerances and conditions such as coeliac disease.

The company, which has owned by the Hutchinson family, has been acquired by Tayto, based at Tandragee Castle in Co Armagh.

Flagship brand Pure Bite has listings with McColls stores, Nisa stores, Scot-Mid Co-op, Musgrave, Centra, Supervalu, Mace, Applegreen and Amazon.

The brand was launched in August 2017 and is exported to the Middle East, Ireland, Iceland and the rest of Europe.

John McQuaid, Tayto sales director, says: “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.”

Bite UK founder Jason Bull will continue as managing director following the deal.

He 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.”

Tayto Group has a portfolio which includes Golden Wonder, Mr Porky, REAL Crisps, Jonathan Crisp and Tayto.