Fruit and vegetable crisp manufacturer Emily Crisps has sold ‘a significant minority stake’ in the business to private equity companies Inverleith and Hothouse Brands.
The business has ‘ambitious plans’ to become a key player within the snacking market in the UK, Europe and further afield, according to its two latest investors. Its aim is to provide health-conscious consumers with the opportunity to indulge in guilt-free snacking, offering the goodness of fruit and vegetables in a crisp with great crunch and taste.
Following the investment, founder Emily Wong will become chief executive and founder Alex Ascani will assume the role of chief operating officer. A newly created board of directors will see heavyweight industry experts assuming non-executive board positions, Inverleith and Hothouse Brands said.
Emily Crisps was founded in 2014 by partners Emily Wong and Alex Ascani as a healthy, great tasting alternative to traditional potato crisps and fruit snacks. Originally launched exclusively in Selfridges, it has grown significantly over the last two years and is now stocked in over 1,000 retail locations in over ten countries.
First launched with three fruit crisp varieties, the brand has recently expanded its offering with the introduction of two new vegetable crisp varieties.
Emily Wong said: “We are delighted that Inverleith LLP and Hothouse Brands has acquired a stake within Emily Crisps. We knew this was the right time to seek investment and wanted an investor partner who would recognise the uniqueness of what we have created, the opportunity, understand our brand vision and help to take us to the next level. The Inverleith LLP & Hothouse Partner team and wider network brings a wealth of strategic and commercial experience to the Emily Crisps business. Combined with their investment, we believe we can build on the early success of Emily Crisps and continue to drive its brand and products as the healthy indulgence snack of choice across the UK and further afield.”
Inverleith LLP & Hothouse partner Paul Skipworth added: “Emily Crisps is the perfect addition to our current portfolio of investments. In Emily and Alex, the founders, we have seen two talented entrepreneurs create a unique product which taps into several key growing trends within the food and health and wellbeing categories. Supported by the Inverleith LLP and Hothouse experience and expertise, we believe that Emily Crisps is perfectly positioned to becoming a leading healthy indulgence snack of choice for those who wish to be able to snack healthily without sacrificing on quality or taste.”
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