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Tayto Group has acquired Bite UK, creating a new joint venture called Bite UK Snacks, which will target growth in the healthy snacking sector.
Bite UK’s flagship brand Pure Bite will join Tayto, Golden Wonder, Real Crisps, Mr Porky and Portlebay popcorn and be distributed through Tayto’s network.
Launched in 2017, Pure Bite has unveiled a refreshed design that aims to showcase the health credentials of the brand.
Bite UK founder Jason Bull will continue as managing director to drive and oversee growth and new product development.
“Expect to see Pure Bite everywhere in 2019,” he said. “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 sales director John McQuaid added: “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.”
The mission of Bite UK is to create free-from products and are suitable for people with allergies and intolerances. The Pure Bite range is free from dairy, gluten and preservatives.
Pure Bite products include popped rice clusters, nut clusters and crunchy coconut clusters, retailing for £1.69 for 20g or 30g pouches.
By Jules Scully
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