Fairfields Farm has agreed to acquire fellow UK crisp brand Ten Acre, partly motivated by its strong performance in overseas trade.
A key proponent of exporting, the Ten Acre brand was created three years ago and now exports to more than 45 countries across Europe, the Middle East, Asia and North America. In recent months they have been working with the UK government’s Department of International Trade to support their business development, and secured an additional listing with a Canadian wholesaler towards the end of last year.
As well as making a range of hand-cooked crisps, Ten Acre has also expanded into popcorn with flavours including wasabi, fennel and lemon, cappuccino, and strawberries and cream.
Ten Acre co-founder Tony Goodman said: “We have a synergy with Fairfields Farm, both believing in great taste and premium quality. Export is to be a focus at Fairfields – this is great for Ten Acre, as we recently received the award for Export Champion from the Department for International Trade. Our joint attributes and parallel thinking will push both brands forward to become a force to be reckoned with in the snacking sector.”
The two companies said the sale would build upon the success Ten Acre has already established both in the UK and elsewhere; they will work together to “create a partnership of creativity, quality, provenance and great-tasting snacks”, they said.
Fairfields Farm founder Robert Strathern added: “This is an exciting step for us. Ten Acre has the same values as Fairfields, so we felt they were a good fit. Plus, their experience and rapid growth in export opens up opportunities for us. Joining forces means taking the best attributes of both brands and growing the Ten Acre and Fairfields brand together, for continued success.”
The deal comes three weeks after British artisan crisp company Burts Chips acquired popcorn manufacturer Savoury & Sweet in a bid to bolster its position in healthy snacking.
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