Kepak Group, the owner of the Rustlers brand, has announced the acquisition of the Meat Snacks Group from Valeo Foods.
Trading as New World Foods Europe (NWFE), the business produces ambient meat snacks under brands such as Kings, Wild West, and Cruga. The deal also includes the Freshers Foods brand, its associated product lines and Valeo’s two manufacturing sites in Wigan and York.
Kepak stated that the acquisition was part of its strategy to strengthen its presence in the high-protein snacking and food-to-go categories, segments that are experiencing strong growth in the UK and international markets.
Brian Farrell, CEO of Kepak Foods Division, said: “We are delighted to welcome New World Foods Europe into the Kepak Group. This acquisition enhances our capabilities in the ambient snacking category and adds a strong suite of established brands to our portfolio. It supports our continued growth in both the UK and international markets, particularly across the convenience and food-to-go channels. It’s very much business as usual for both companies and our partners as we start a phased integration process.”
New World Foods Europe has been consolidating its operational footprint over the last 12 months.
Ronald Kers, CEO of Valeo Foods Group, commented: “We are confident that Kepak Group is the right partner to lead New World Foods Europe into its next chapter and unlock its full potential. We are pleased that they are transitioning to another outstanding company where they will receive the focus and resources to grow.”
