Tayto Group partners with Bite UK
UK snack manufacturer, Tayto Group has joined forces with Yorkshire’s Bite UK in a new joint venture. The new company, Bite UK Snacks Ltd, aims to become the UK’s leading healthy snacks business in a sector now thought to be worth around £200 million.
Bite UK’s flagship brand, 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.
According to Kantar, sales in the healthier savoury snacks category are up by 24.7% vs. last year, and up by 44.7% vs. two years ago. The sector comprises crisps and snacks that are low in fat, low in salt and low in preservatives.
Pure Bite founder, Jason Bull, will continue as managing director to drive and oversee growth and exciting NPD within the business. He said: “Expect to see Pure Bite everywhere in 2019! The support that the Tayto Group can provide is unprecedented. 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: “We value healthy snacking and recognise that consumers demand healthy snacks without compromising on flavour. 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.”
Launched in August 2017 Pure Bite is exported to the Middle East, Ireland, Iceland and the rest of Europe. Its mission is to create delicious free-from products and are suitable for people with allergies and intolerances. The Pure Bite range is dairy free, gluten free, vegan, preservative free, high fibre, high protein, low salt, low sugar and low in calories.