UK bakery group Finsbury Food Group has acquired snacking company Flower & White Ltd, as it continues to expand its presence in high-growth bakery categories.

Telford-based Flower & White produces a range of light sweet treats and lower-calorie snack bars across direct-to-consumer, retail and foodservice channels, and currently employs 46 people.

Its 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.

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. The announcement of this deal follows Finsbury acquiring a majority stake in direct-to-consumer cupcake brand, Lola’s, in August 2025.

According to Finsbury Food Group, the deal will strengthen its position in the direct-to-consumer market and offer a “differentiated lighter snacking proposition” to its roster of baked goods. Adding Flower & White to the group will aim to create opportunities for innovation and cross-selling across Finsbury’s brands and categories, highlighting “strong” growth potential.

John Duffy, chief executive of Finsbury Food Group, stated: “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.

“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.”