New kid on the block: Tayto Group launches new snack company to take a healthy bite of better-for-you snacks sector

By Gill Hyslop contact

- Last updated on GMT

Bite UK has been snapped up by Tayto Group to become a leading player in the UK's healthy snacks sector. Pic: Bite UK
Bite UK has been snapped up by Tayto Group to become a leading player in the UK's healthy snacks sector. Pic: Bite UK

Related tags: better-for-you, Tayto Group, Bite UK, Uk

The family-owned UK crisp producer has acquired Yorkshire-based Bite UK to launch a new joint venture with a view to become a leader in the UK’s £200m ($256m) healthy snacks sector.

The new company, Bite UK Snacks Ltd, will distribute its flagship brand Pure Bite, as well as Tayto, Golden Wonder, Real Crisps, Mr Porky pork scratchings and Portlebay popcorn though Tayto’s global network.

The Pure Bite brand has also unveiled a new design that highlights its vegan and dairy-, gluten and preservatives-free credentials as well as it being high in fiber and protein, and low in salt, sugar and calories.

The brand has confirmed listings with McColls, Nisa, Scot-Mid Co-op, Musgrave, Centra, Supervalu, Mace and Applegreen stores, as well as Amazon.

Taking healthy snacking mainstream

Bite UK founder Jason Bull will head up the new company.

“Expect to see Pure Bite everywhere in 2019,”​ he said.

“The potential for growth is huge and [Tayto Group’s] 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.”

According to market researcher Kantar, sales in the better for you snacks category were up by 24.7% for the 52 week period ending December 2 2018, versus the same period a year ago, and up by 44.7% versus two years ago.

Top trend for 2019

Globally, the healthy snacks market was valued at $23.05bn in 2018 and is predicted to be one of the biggest food trends of 2019.

“Looking back on 2018 as a whole, one of the most notable consumer trends is the shift to a more plant-based diet. Today, 1% of all households include a vegan, 5% have a vegetarian and 10% have flexitarians in their ranks,” ​commented Fraser McKevitt, head of retail and consumer insight at Kantar, reporting on the UK grocery market share figures for the 12 weeks to 27 January 2019.

“Meanwhile, over two-thirds of customers bought an item labelled ‘free-from’ over the past month [December 2018], with dairy alternatives making up a quarter of total free-from sales.”  

John McQuaid, sales director at Tayto Group, said, “We value healthy snacking and recognize that consumers demand healthy snacks without compromising on flavor.

“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.”

NPDs in pipeline

Pure Bite – launched by Bull in August 2017 – is exported to Europe, Ireland, Iceland and the Middle East.

The company’s mission is to create good tasting free-from products that are suitable for people with allergies and intolerances, such as celiac disease.

The range includes popped rice clusters, nut clusters and crunchy coconut clusters, retailing for £1.69 ($2.17) for 20g or 30g pouches. Bull noted that ‘exciting’ new product developments are also in the pipeline.

Related news

Follow us


View more