Burts and Radnor Hills collaborate in Canny Snacks business
A major shake-up is hitting the UK impulse food and drink sector. Soft drinks manufacturer Radnor Hills has officially backed a bold new venture called Canny Snacks.
This newly formed business has secured the sales, marketing, and distribution rights for the iconic British brand, Burts Snacks.
The transition officially began on 1 June 2026. While Europe Snacks will continue to manufacture Burts crisps in Plymouth, this new alliance completely reshapes how the brand will grow.
There are clear, calculated reasons why Burts and Radnor Hills have collaborated on this venture.
1. Expanding beyond the drinks category
For Radnor Hills, a company that produces over 400 million drinks a year, this partnership marks its first massive step outside of beverages. The drinks giant is aiming to tap into the fast-growing savoury snacking market.
Instead of starting from scratch, Radnor Hills is utilising its massive distribution infrastructure, established customer relationships, and operational expertise to push a premium snack brand into new retail spaces. As Radnor Hills CEO William Watkins puts it, great drinks and great snacks are simply the “perfect combination.”
2. Injecting new entrepreneurial energy into Burts
While Burts boasts an incredible heritage and won multiple awards in 2025 — including Taste of the West Golds — the brand is ready for its next chapter. Canny Snacks will operate as a standalone business dedicated solely to fuelling growth, investment, and future product innovation for Burts.
The new venture will be guided by heavy-hitting industry experts, including: Tom Carne: co-founder and director of Canny Snacks; William Watkins: founder and CEO of Radnor Hills; and Adrian Carne: former CEO of the successful dairy brand Yeo Valley.
This leadership team brings a fresh, entrepreneurial focus that Burts UK managing director Rikin Lakhani says will create a “powerful platform to unlock new opportunities.”
3. Protecting local heritage while scaling big
The collaboration allows Burts to scale up without losing its identity. Because Europe Snacks remains the exclusive manufacturing partner, the crisps will still be made in Devon using local, Red Tractor-approved potatoes.
Both Radnor Hills and Burts share a deep passion for sustainability. Radnor Hills relies on pure Welsh spring water and local packaging, while Burts recently won a Silver award from The Grocer for its eco-friendly 55% PCR packaging. This shared commitment to local communities and green practices makes the collaboration a perfect cultural fit.
Ultimately, this partnership bridges the gap between massive operational scale and authentic, local quality — ensuring Burts crisps will soon find their way onto many more shelves across the UK.
The venture will Canny Snacks, backed by Radnor Hills, now control sales and distribution for Burts with the sourcing unchanged – Burts will still be made in Plymouth with real Devon ingredients. However, the goal is to drive category innovation by pairing Radnor Hills’ drinks infrastructure with Burts’ premium snacks.
