DBAY Advisors‑backed Finsbury Food Group has completed the acquisition of UK‑based snack maker Flower & White. The Telford‑based brand, known for light sweet treats and lower‑calorie bars, will remain at its current site and retain its 46‑person team. The deal expands Finsbury’s footprint in the fast‑growing direct‑to‑consumer segment. Investor interest has surged as consumers seek healthier alternatives. Revenue outlook improves.

Flower & White has been posting roughly 30% annual revenue growth, driven by expanding retail partnerships and a strong online following. Its product line spans snack bars, protein bites, and portion‑controlled desserts, appealing to diet‑conscious shoppers across grocery, specialty, and foodservice channels. The acquisition gives Finsbury a ready‑made portfolio to cross‑sell within its existing brands and accelerate market share growth.

Maintaining operations in Telford preserves the brand’s supply chain and local employment, while Finsbury can leverage its distribution network to push the snacks into new geographies. For investors, the transaction signals confidence in the premium‑snack niche and adds a scalable asset to the private‑equity‑backed portfolio. Overall, the deal solidifies Finsbury’s position as a leading healthier‑snack consolidator in the European market.