Yorkshire snack brand Bite UK has been acquired by Irish snack maker Tatyo Group in a move that creates a new joint venture.
The new company, titled Bite UK Snacks Ltd, aims to become the UK’s leading healthy snacks business in a sector valued at £200 million.
Pure Bite will join household names including Tayto, Golden Wonder, REAL Crisps, Mr Porky and Portlebay popcorn and be distributed through Tayto’s global network.
Flagship brand Pure Bite has unveiled a refreshed design that heroes the taste and health credentials of the brand including being vegan, free-from dairy, gluten & preservatives as well as being high in fibre and protein.
As well as being stocked in many independent retail outlets, Pure Bite has confirmed listings with McColls, Nisa and Amazon, among others.
A number of major retailers are also looking to stock the range in the near future.
Bite founder Jason Bull will continue as MD to drive and oversee growth and exciting NPD within the business.
“The support that the Tayto Group can provide is unprecedented,” he said.
“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.”
John McQuaid, Sales Director Tayto Group, said: “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.”