Kepak Group to acquire New World Foods Europe from Valeo Foods
Deal includes Kings, Cruga and Wild West brands as Kepak moves to grow its snack segment
IRELAND – Kepak Group is purchasing New World Foods Europe (NWFE) from Valeo Foods Group as it looks to expand in the meat snacks and convenience food sectors.
The Irish food company announced the acquisition as part of its broader move to increase its share in the growing high-protein snacking and food-to-go markets.
Although the value of the transaction has not been disclosed, the deal covers NWFE’s brand portfolio and two manufacturing plants located in Wigan and York.
Kepak said the addition of NWFE’s brands, including Kings, Wild West and Cruga, would allow it to meet increasing consumer demand for portable and protein-rich snack products.
These brands will be added to Kepak’s existing line-up as the company works to strengthen its position in both UK and international retail and convenience outlets.
Brian Farrell, who heads Kepak’s food division, said the acquisition brings new capabilities in ambient meat snacking while broadening the company’s brand offerings.
He noted that both businesses would continue operating normally as a phased integration process begins over the coming months.
Valeo Foods, owned by private equity firm Bain Capital, had previously acquired NWFE in 2021 from Tony Quinn, an Australian investor and entrepreneur, for an undisclosed price.
The divestment of NWFE comes as Valeo continues to focus on expanding its sweet snack portfolio in Europe through a series of acquisitions.
Earlier this month, Valeo bought Italian bakery producer Melegatti 1894, known for seasonal products such as panettone and pandoro.
In May, the group also acquired Freddi Dolciaria, a company that manufactures sponge cakes and Swiss rolls for the Italian market.
In 2023, Valeo strengthened its presence in Central Europe by acquiring confectionery manufacturer IDC Holding.
Valeo CEO Ronald Kers said Kepak was the right company to take NWFE forward and that the sale allows the brands to continue growing under new ownership.
He also thanked NWFE staff for their work under Valeo’s ownership and expressed confidence that they would thrive under Kepak’s management.
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