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MEMBERNEWS


Fortus advises on seven-figure sale of major Indian snack food brand


The family behind one of the UK’s leading Indian snack brands has sold the business in a multi-million pound deal. The Patel family, a second-


generation owner of Leicester-based Cofresh Snack Foods, has sold for an undisclosed sum to Vibrant Foods – a new private equity-backed ethnic foods company with other brands including TRS Foods and East End Foods. Fortus Business Advisors &


Accountants’ Leicester office supported in the takeover of the firm, whose history stretches back to 1974. As part of the deal, the Patels will reinvest in the new company with a minority equity stake. Priyesh Patel, managing director


and shareholder of Cofresh, said: “Becoming part of Vibrant Foods marks an exciting new chapter in our history. There are tremendous growth opportunities for our sector, as popularity for ethnic and healthy snacking products continues to grow. “Being part of a larger group will


allow us to accelerate our growth trajectory, maintaining and building our market-leading product offering, and helping us penetrate new markets and distribution channels.” Cofresh Snack Foods is made up of two key brands – Cofresh, one of


The Fortus team led by Sanjay Khuller (right) with the Patel family


‘Becoming part of Vibrant Foods marks an exciting new chapter in our history’


the most popular Indian snack brands in the UK, with more than 200 traditional South Asian savoury products, and Eat Real, a market leader in healthy and allergen-free snacking, whose flagship products include lentils, hummus and quinoa chips. The Fortus team was led by


Sanjay Khullar, director at the Leicester office, who has worked


LikeMind Media is helping businesses get back on track


Leicestershire digital marketing agency LikeMind Media has drawn on its wealth of marketing expertise to put together a new recovery package for Chamber members, designed to help businesses get back on their feet in the post-lockdown world. It will support Chamber members with a strategic plan that will not only


put their business back on the path to making their brand the best it has ever been, but also help take the pressure off during what will be a testing period. Based in Loughborough, LikeMind Media is an award-winning agency,


offering services inclduing PR, social media content creation and advertising, graphics and video, SEO and writing. The company is using its expertise to create a relaunch package where


businesses will work one-on-one with marketing professionals to put together a results-driven strategy that will, in turn, maximise return on investment, increase business visibility and reach target customers. Paul Ince, MD of LikeMind Media, said: “Throughout the coronavirus pandemic, we have adapted our services to be appropriate to businesses that have had to change their working practices. “We have been working with an increasing number of clients to help


them get the tone of their messages right for the specific moment in time, in what is a fast-moving situation. “Many companies are now looking to come out of lockdown with a slightly different version of their business, or just need to get back to


8 business network August/September 2020 Paul Ince and the team at LikeMind Media


something that looks like normality. “We have developed this specific package of our services aimed at


businesses now looking to relaunch. This service takes elements of our marketing expertise that will generate leads through content and promotion, geared especially for Chamber members. Now is the time for businesses to relaunch to new and existing customers.”


For more information on what’s included in the relaunch package, please visit www.likemind.media/emc


with Cofresh for more than 20 years. Sanjay advised the Patel family


on accountancy, tax and corporate finance matters. Chamber member Shakespeare Martineau also advised the family on the legal and corporate aspects of the deal. Sanjay said: “Cofresh is a well-


established brand within the area and it’s good to know that current management will remain involved


in the business. This has been a large and complex transaction, made even harder by Covid-19 lockdown. “It’s a great deal for the Patel


family and Vibrant Foods is getting a fantastic business to help build its new brand. The Midlands remains the home to many quality businesses and this sale is tangible evidence that businesses with strong brands and good management are still in high demand in the area.”


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