UK – Beverage and snacks major PepsiCo has announced that it will acquire the UK maker of natural potato chips, Pipers Crisps for an undisclosed amount.
The deal which awaits regulatory approval by the Competition and Markets Authority will allow PepsiCo to develop and export the Lincolnshire based crisp brand.
Pipers was founded in 2004 by Alex Albone, Simon Herring and James Sweeting and employs 80 people.
The kettle-cooked, gourmet crisp brand will complement PepsiCo’s existing savoury snacks portfolio.
It further expands PepsiCo’s brand outside soft beverages to add to some of the businesses it already has including Leicester-based Walkers Crisps and American firm Doritos.
“Pipers share our uncompromising commitment to delivering on taste and quality and we’ve long-admired their entrepreneurial spirit,” said Ian Ellington, general manager of PepsiCo UK.
“The Pipers’ brand has a strong proposition within the market, with stand-out taste, flavours and appeal.”
The company sells a range of premium crisps sold in out of home environment, which includes pubs, restaurants, cafes, hotels and farm shops, both in the UK and abroad.
James McKinney, managing director of Pipers Crisps said: “We’ve developed innovative products to suit evolving tastes while establishing a strong foothold in the market.”
“PepsiCo’s commitment to accelerating the growth of the Pipers brand means more people will be able to enjoy the unique, award-winning flavour of Pipers crisps.”
New acquisitions by the Pepsi Cola maker proves the overtone that PepsiCo is leaning on snacks for profitable in the wake of fizzling beverage sales.
With the entry of a new CEO, the firm could be putting in line a strategy to split the snack and beverage businesses.
UK could be a good snap for the company as it is the top crisp market in Europe, worth some US$1.67 billion, ahead of Germany and France, according to Mintel.