Finsbury Food Group has acquired 100% of Flower & White as part of its push into faster-growing bakery segments.

Flower & White, based in Telford, UK, produces lower-calorie sweet treats and snack bars sold through direct-to-consumer, retail and foodservice channels. The business is growing at approximately 30% and employs around 46 people. Founders Leanne and Brian Crowther will remain with the company, which will continue operating from its existing site.

Finsbury supplies bread, cakes, morning goods and bakery snacks to retailers and foodservice operators across the UK and Europe. The company has pursued a buy-and-build strategy in recent years, including acquiring a majority stake in cupcake brand Lola’s Cupcakes in August 2025.

The acquisition expands Finsbury’s direct-to-consumer footprint and adds a lighter snacking range to its portfolio of baked goods. The group said the deal creates scope for product development and cross-selling across its brands.

John Duffy, CEO of Finsbury Food Group, said: “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, added: “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 to the market. We couldn't be more excited for this next chapter.”

Terms of the transaction were not disclosed.