Kepak Group’s acquisition of New World Foods Europe (NWFE) from Valeo Foods Group on 24 July 2025 marks a significant move in the high-protein snacking sector. This strategic deal includes the Freshers Foods brand and two UK manufacturing sites in Wigan and York, bolstering Kepak’s presence in the UK and international high-protein snack markets. NWFE specializes in high-protein, ambient meat snacks, aligning with the growing consumer demand for convenient and nutritious options. As a leading Irish food company with a €2 billion annual turnover in 2025, Kepak Group is expanding its portfolio and capabilities in the ambient snacking category.
Companies and Brands Involved
Kepak Group, the acquirer, is a major player in the Irish food industry. New World Foods Europe, the acquired entity, is known for its popular brands such as Kings (beef jerky and biltong), Wild West (jerky), Cruga (biltong), and Freshers Foods (snack lines). Valeo Foods Group, the seller, has emphasized that Kepak is the right partner to lead NWFE into its next growth phase. To learn more about the companies involved, you can visit their official websites: Kepak Group and Valeo Foods Group.
Strategic Rationale Behind the Acquisition
This acquisition aligns with consumer-led innovation trends, particularly the growing demand for high-protein and food-to-go snacks. By acquiring NWFE, Kepak strengthens its position in the UK and international high-protein snack markets. The deal also expands Kepak’s logistical and operational capabilities through the two UK manufacturing hubs in Wigan and York. As Brian Farrell, CEO of Kepak Foods Division, noted, “This acquisition enhances our capabilities in the ambient snacking category… It’s very much business as usual for both companies.” For those interested in understanding the snacking trends, I recommend checking out 2025 snacking trends for more insights.
Market Context and Competitive Implications
The acquisition positions Kepak as a significant competitor in the nutrition and high-protein snack segment across Europe and the UK. This move reflects Kepak’s strategy to diversify its portfolio and capitalize on the convenience and food-to-go channels. To stay competitive, companies are focusing on innovative snacking solutions. For instance, the trend of high-protein ice cream is gaining popularity, and companies like Kepak are likely to explore similar avenues. Submitting a favorite local dessert shop to our business directory can help highlight the diversity in the snacking industry.
Integration Process and Future Outlook
The integration of NWFE into Kepak Group will be phased, with both companies emphasizing “business as usual” for partners and staff. The focus will be on operational expansion in Wigan and York, key hubs in UK food production. Ronald Kers, CEO of Valeo Foods Group, stated, “Kepak Group is the right partner to lead New World Foods Europe into its next chapter.” As the snacking industry continues to evolve, companies like Kepak are well-positioned to capitalize on emerging trends. For those interested in exploring healthy staple foods, healthy staple foods in APAC provide valuable insights. You can also consider submitting a dessert recipe to be featured on our site through this link.
