According to Ian Ellington, GM of PepsiCo UK, the Pipers brand has a strong proposition within the UK market – as well as an extensive footprint abroad.
Pipers’ products are exported to more than 40 countries.
However, PepsiCo said it plans to accelerate the growth of the £11.4m Lincolnshire-base premium chip maker’s business – which it said it has coveted for some time – and will continue to develop the export of its products.
Foray into health snacks
The deal comes hot on the heels of PepsiCo’s announcement that it is purchasing US-based superfood snack maker Health Warrior. The snack giants foray into healthy snacks has also included the acquisition of Bare Snacks in May.
The kettle-cooked potato chips will complement PepsiCo’s existing savory snacks portfolio, which includes brands like Doritos, Walkers and Sunbites in the UK.
Pipers Crisps was established in 2004 by three entrepreneurs to create a new route to market for Lincolnshire potatoes. It supplies its potato chips to out of home venues, including pubs, restaurants, cafes, hotels and farm shops, both in the UK and abroad.
To-date, the brand has won more than 40 Great Taste Awards and has been recognised as a top-performing business by the Sunday Times and London Stock Exchange.
“We’ve developed innovative products to suit evolving tastes while establishing a strong foothold in the market,” said James McKinney, MD of Pipers.
“PepsiCo’s commitment to accelerating the growth of the Pipers brand means more people will be able to enjoy the unique, award-winning flavour of Pipers crisps.”
Subject to approval
It is understood Pipers will retain its head office and production facilities at Elsham Wold, where 80 people are employed.
The acquisition is subject to approval from the Competition and Markets Authority, but is expected to be concluded early next year.