Around Noon buys convenience meal brand Simply Fit Food

Food-to-go manufacturer Around Noon has acquired Simply Fit Food, a manufacturer of natural and healthy convenience meals, for an undisclosed sum.

Simply Fit Food supplies a range of convenience meals made from wholesome, natural ingredients, which are available to purchase online as well as through several convenience retailers.

The deal marks Around Noon’s efforts to diversity its product offering, enter a fast-growing sector and boost its sales in the UK and Ireland. Currently, Around Noon offers a wide range of sandwiches, wraps, salads, fruit pots and cold pressed juices.

Following the acquisition, Simply Fit Food will continue to trade under its existing brand name within the Around Noon group. Meanwhile, Evelyn Garland and Luke Judge, the founders of the start up, will remain shareholders and will continue to operate and manage the business.

The deal is the latest in a series of acquisitions made by Around Noon and follows the purchase of Chef-in-a-Box from Donegal Investment Group in 2017. Simply Fit Food will join Around Noon’s portfolio which also includes bakery brand Sweet Things, which it acquired in 2016.

As part of the agreement, Around Noon plans to invest in a refresh of the Simply Fit Food brand and its product range, including an investment in new environmentally friendly packaging. It also aims to double the brand’s annual sales within 12 months and help create a stronger presence for Simply Fit Food in retail.

“This acquisition will provide us with a foothold in a new and fast-growing segment of the market. Sales of health-related foods grew to over £773 million in the UK last year and 64% of UK consumers say they have purchased health foods. This is only likely to grow further,” said Gareth Chambers, CEO of Around Noon.

He added: “There is a fantastic synergy between the two companies and the opportunity to cross-sell between our respective client-bases. Luke and Evelyn have created a strong brand and their business shares a very similar ethos to Around Noon, as a company that is passionate about healthy food and about serving its customers.”

Garland and Judge, co-founders of Simply Fit Food, said: “We have watched Around Noon make a real impact in the food-to-go-space across the UK and Ireland. We have been so impressed by the team’s energy, drive, and ability to continuously spot trends in the market early and capitalise on them.”