Kepak Group has acquired Meat Snacks Group Limited from Valeo Foods Group, strengthening its presence in the growing ambient meat snacks category. Trading as New World Foods Europe (NWFE), the business is a leading producer of high-protein ambient snack products in the UK. The transaction includes the Freshers Foods brand, as well as two manufacturing sites in Wigan and York.
The addition of NWFE marks a strategic expansion for Kepak into the high-protein snacking and food-to-go markets, aligning with increasing consumer demand for convenient, nutritious options. The move adds well-known brands such as Kings, Wild West, and Cruga to Kepak’s growing snacking portfolio.
Brian Farrell, CEO of Kepak Foods Division, commented on the acquisition:
“This acquisition enhances our capabilities in the ambient snacking category and adds a strong suite of established brands to our portfolio. It supports our continued growth in both the UK and international markets, particularly across the convenience and food-to-go channels. It’s very much business as usual for both companies and our partners as we begin a phased integration process.”
The move is in line with Kepak’s broader strategy to diversify its product range and build on its existing strengths across core food categories. It also reinforces the company’s commitment to innovation and customer-driven category development.
Valeo Foods Group CEO, Ronald Kers, expressed confidence in the new ownership, stating:
“We are confident that Kepak Group is the right partner to lead New World Foods Europe into its next chapter and unlock its full potential. These talented individuals are going to a fantastic organisation in Kepak, where they undoubtedly will thrive.”