Whitbread has acquired a 49% stake in grab-and-go delivery concept Pure, with the option to acquire the remaining 51% stake in the next five years.
The bar and restaurant operator has paid £6.8 million in the minority stake in Pure, which specialises in fresh, natural and healthy meals made individually for each consumer. The brand has eight shops across London, with plans to open additional sites in the future.
Whitbread CEO Alison Brittain said: “I am very impressed by Pure, which appeals to health-conscious busy people, offering a choice of natural fresh food. As the UK’s largest hospitality company, it’s vital that Whitbread has its finger on the pulse of consumer trends and that we innovate with new formats and concepts. I see considerable opportunities to grow the brand and, by taking a stake in Pure, we fast become part of a business that specialises in the exciting growth market for natural, healthy takeaway food and drink.”
Pure founder and managing director Spencer Craig said: “We are very excited about our partnership with Whitbread. I knew from our first meeting that our shared values of looking after our people and providing the best possible customer experience made this an obvious partnership. We have built a loyal customer base as people increasingly demand delicious, seasonal and handmade food at work or on the move. We’re growing fast and have plans to open more shops over the next three years. With Whitbread’s backing and support, we are looking forward to sharing our food with many more people and injecting further pace into building the Pure brand and expanding our network of shops.”
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