Sunday, May 19, 2024

Serious Sweets expands reach with fresh acquisition

The Serious Sweets Company (SSC), a Harrogate-based independent confectionery business, has acquired the share capital and branded interests of Nom Bites Ltd, and with it the Lexi’s range of mallow and protein bars for an undisclosed sum.

Founded in 2020 by Alexei Khatiwada, who set out to ‘create a range of delicious, healthier, allergy-friendly treats’, Lexi’s is an award winning supplier of mallow crispy rice treats and protein bars, with availability across D2C, Ocado, Amazon and Foodservice channels.

SSC manufactures and supplies premium own-label treats to all major retailers in the UK together with a successful international business, and has established SSC Brands to manage its branded interests.

In 2022, SSC acquired Mighty Fine, the premium honeycomb brand, and Mr Stanley’s, the quintessentially English gifting confectionery brand to its stable. Earlier this year it also acquired Mallow & Marsh, the UK’s leading marshmallow brand, and the wholesale manufacturing arm of John Bull, now renamed the Real Candy Co.

Rob Whitehead, cheerleader and MD at SSC, said: “We’re delighted to bring Lexi’s into our family and continue the journey that Alexei and Shama have brilliantly led.

“Gluten, dairy and nut free bars fit perfectly into our stable of current brands, enabling us to offer customers a combination of indulgent treats and more healthy treats, ideal for customers with specific dietary needs, or those looking for a healthier snack.

“We will be sharing the range with our customers over the next few months and look forward to developing Lexi’s alongside all our brands over the next few years.”

Alexei Khatiwada, founder (‘Captain Crispy’), said: “This acquisition marks an exciting milestone for Lexi’s, as we capitalise on the growing demand for our award-winning treats.

“I’m proud that Lexi’s has helped deliver more inclusive treats to a mainstream audience and it’s been a pleasure to see the growth of the brand, which started in my home kitchen and has now sold millions of treats across the UK. I’m delighted to see SSC’s ambition and desire to grow the brand further and continue this exciting journey.”

A committed food industry lifer, Rob Whitehead has had a successful career buying, developing and growing several food businesses for the last 25 years.

In 2014, Rob realised that the crafted food movement was in full swing, not just at farm shops and independent retailers, but increasingly through major supermarkets in many food categories. At the same time, he felt premium sweets were missing from this growth opportunity.

Driven by memories of wonderous childhood treats yet huge frustration with the ‘unacceptably miserable face of boring sweets’ dominating so many shop aisles, Rob set up SSC. His aim was twofold – to retain craft skills and small batch passion which are the hallmarks of quality English confectionery, and bring investment for new thinking & innovation back into the market.

Adding Lexi’s to this stable now enables SSC Brands to offer customers a broad range of treats, from the purely indulgent to the more healthy snack, meeting a full range of consumer needs.

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