Speciality bakery manufacturer Finsbury Food Group has acquired healthy snacking brand Flower & White for an undisclosed amount as it works towards expanding its portfolio with high-growth businesses.

Flower & White offers a range of sweet treats and lower-calorie snack bars which cater to healthier shoppers across direct-to-consumer, retail and foodservice channels.

This move aims to strengthen Finsbury’s position within the direct-to-consumer market and is a method to capitalise on the shift towards healthier snacking alternatives.

The business plans to utilise Flower & White for opportunities for innovation and cross-selling within Finsbury’s many brands and categories.

CEO of Finsbury Food Group, John Duffy, said: “Flower & White is a high-quality, entrepreneurial brand operating in attractive growth segments.

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“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.”

The healthy snack brand will continue to operate from its Telford site, and the founders, Leanne and Brian Crowther, will remain in leadership positions to assist with the integration.

Crowther, said: “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.”

The move is part of the business strategy to acquire brands which are within high segments of the bakery market.

Last year in August Finsbury acquired a majority stake in direct-to-consumer cupcake brand Lola’s.