Wholebake defies snack bar decline with double‑digit growth
Wholebake has delivered one of the strongest performances in the UK snack bar sector this year, achieving double‑digit growth at a time when the wider category is contracting.
New Nielsen data shows the North Wales manufacturer grew unit sales by 13.4% and weight of sales by 16.4% over the past 12 months, even as overall snack bar volumes fell.
Across the branded UK snack bar category, value sales rose just 4.3%, while unit sales slipped 0.4% and weight sales dropped 2.4%. Wholebake moved firmly against that trend. Products manufactured by the business generated 18.4% value growth, reaching £158 million in annual sales — more than four times the rate of the category.
The company’s outperformance has been driven by significant investment in its manufacturing base. Wholebake recently expanded into a new 76,000 sq ft facility on Wrexham Industrial Estate, joining its existing sites in Corwen and Wrexham to create a three‑site operational platform across North Wales.
The bespoke food‑grade factory has been designed with dedicated production zones, enhanced allergen management and more efficient workflows, giving the business the flexibility and capacity required to scale.
New high‑speed production lines are already being installed, broadening Wholebake’s ability to support customers and diversify its product range. Chief executive John McMullen said the past year had been “a landmark period” for the business, crediting the investment programme and the team behind it for enabling Wholebake to grow while the category declines.
The company’s success also reflects wider shifts in consumer behaviour. Shoppers are increasingly moving away from traditional confectionery and towards cleaner, more functional snacks, including high‑protein, low‑sugar, plant‑based and free‑from formats. These trends align closely with Wholebake’s manufacturing capabilities and the types of products it brings to market.
With its expanded operational footprint now in place and further growth planned for 2026 and beyond, Wholebake continues to invest in people, processes and innovation as it pursues its ambition to become the UK’s most capable and flexible bar manufacturer.
