NEWS | Industry Updates
Kepak Group acquires New World Foods Europe, expanding presence in Ambient Snacking
Kepak Group has announced the acquisition of Meat Snacks Group Limited from Valeo Food Group. Trading as New World Foods Europe (NWFE), the business is a leading producer of ambient meat snacks. The deal includes the Freshers Foods brand, its associated product lines and Valeo’s two manufacturing sites in Wigan and York. milestone in Kepak’s strategy to strengthen its presence in the high-protein snacking and food-to-go categories—segments experiencing sustained growth across the UK and international markets.
The New World Foods Europe range adds a complementary range of products to Kepak’s portfolio. These include high- protein ambient snack brands, such as Kings, Wild West, and Cruga, which align with growing consumer demand for convenient and nutritious snacking options. Brian Farrell, CEO of Kepak Foods Division said: “We are delighted to welcome New World Foods Europe into the Kepak Group. This acquisition enhances our capabilities in the ambient snacking category and adds a strong suite of established brands to our portfolio. It supports our continued growth in both the UK and international markets, particularly across the convenience and food-to-go channels. It’s very much business as usual for both companies and our partners as we start a phased integration process.” The acquisition forms part of Kepak’s
broader strategy to diversify its offering and build on its existing strengths across
Unattended retail gains momentum as Husky opens doors to intelligent fridge demo days
From hotel lobbies to workplace canteens and convenience stores, the way chilled and frozen products are sold is changing. Unattended retail, once seen as a niche experiment, is now emerging as a mainstream solution for brands and operators looking to sell more, in more places, with fewer resources. Last month, Husky Refrigerators invited industry professionals to see
that shift in action at its Intelligent Fridge Demo Days, held on 28–29 August at the company’s UK headquarters in Lutterworth. At the heart of the event was the Husky Intelligent Fridge, a plug- and-play retail unit that uses secure payment technology, real-time stock monitoring, temperature logging, and cloud-based control to allow unattended sales of chilled or frozen goods, without compromising on product visibility or security. “The retail and hospitality sectors are under pressure to do more with less: fewer staff, less space, and tighter budgets,” says Angela Mundean, managing director at Husky Refrigerators. “Intelligent refrigeration offers a practical, scalable answer to those challenges, while opening up entirely new sales channels.” Unlike traditional product showcases, Husky’s open days were 1-to-1 sessions rather than group presentations. Attendees were able to: • See the fridge in action: from contactless payment to instant product tracking.
• Explore real-world applications already delivering results for other operators. The event was attended by facilities and operations managers, retail
and category leads, hospitality professionals, brand managers, and procurement teams.
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ongoing commitment to consumer-led innovation and category development. New World Foods Europe has been consolidating its operational footprint over the last 12 months and with this phase completed, Valeo Foods believes now is the right time to support its growth under new ownership. Ronald Kers, CEO of Valeo Foods Group
the right partner to lead New World Foods Europe into its next chapter and unlock its full potential. We are pleased that they are transitioning to another outstanding company where they will receive the focus and resources to grow. “On behalf of Valeo Foods, I want to thank the many employees who supported New World Foods and have contributed to the strength of its brands. We appreciate their passion and commitment to New World Foods Europe and to Valeo Foods Group. These talented individuals are going to a fantastic organisation in Kepak, where they undoubtedly will thrive.”
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