News shorts: PepsiCo's culinary enhancement, Kind's regenerative moves and big M&A in bakery
Two Magpies Group acquires Hilton Macarons
The UK bakery group has acquired Love a Taste Limited – trading as Hilton Macarons – a Suffolk-based macaron producer.
Founded by James Hilton and Andrea O’Keeffe in 2019, Hilton Macarons has gained a nationwide following for its luxury, gluten-free, and vegetarian macarons. Renowned for its innovation, the company has developed over 60 unique flavours, nabbing eight prestigious Great Taste Awards along its journey. It’s ranked as the UK’s #2 patisserie brand, with a 4.9 rating, on Trustpilot, a global online review platform that allows consumers to share their experiences with businesses and products to help others make informed purchasing decisions.
“We have a solid wholesale business and a loyal online customer base and are very excited by the enhanced growth prospects for Hilton Macarons given Two Magpies’ significant high street presence across East Anglia and access to the resources of a larger group,” said Hilton.
Two Magpies CEO Steve Magnall also highlights the strategic alignment.
“Hilton Macarons is a perfect fit. This acquisition reinforces our footprint in the gluten-free sweet market and opens up new growth avenues,” he said.
Oddlygood expands UK footprint with Rude Health bolt-on
The acquisition of Rude Health strengthens Oddlygood’s ambition to become a leading force in the plant-based sector across the UK and Europe.
Oddlygood’s founding company, Valio, is a key player in the international dairy products market, with a turnover of €2,3bn. It launched Oddlygood in 2018 to apply its expertise to a new and relevant sector, which has rapidly expanded and projects €50m in turnover this year, thanks to a growing range of plant-based alternatives.
Oddlygood entered the UK market last year with the launch of its plant-based puddings and drinks and is now focused on reshaping the competitive £511m UK plant-based drinks sector.
“Our ambition is to lead the plant-based space in the UK and Europe, and this acquisition accelerates our path,” said Oddlygood CEO Niko Vuorenmaa.
Rude Health, founded in 2005 by Camilla and Nick Barnard, has grown from kitchen-table beginnings to reach the top five position in UK plant-based drinks, bringing a loyal customer base and successful retail and online presence to the deal. This year, the brand is on track to deliver £28m in revenue – its biggest year to date. And recently, it recertified as a BCorp with a score of 120.7, putting it in the top three food and drink brands in the UK.
‘’We created Rude Health to make healthy eating a celebration, not a sacrifice,” said Barnard.
“From these basic beginnings mixing muesli, we branched out into more cereals and then dairy alternative drinks. The Rude Health brand has grown beyond anything I could imagine to become a household name. Now is the right time to find a partner who can help take it to the next stage of success and Oddlygood shares so many values and the ambition to make this possible.”
Added Oddlygood CEO Niko Vuorenmaa, “Rude Health is one of the biggest success stories in British plant-based food. It’s nothing less than impressive the way the team has grown its product range alongside such a distinctive and well thought of brand to deliver commercial success.”
Terms of the transaction were not disclosed.
UK cupcake manufacturer to benefit from Made Smarter
Blackburn-based Cupcakes By Sophia is one of 23 companies to receive support from Made Smarter, the initiative accelerating digital transformation among SME manufacturers across the UK.
The grant will enable the bakery to invest in modern technology, aligning with Made Smarter’s mission to bring digital advancements to small and medium-sized enterprises.
With this latest round of grants, Made Smarter has now supported 330 businesses in the Northwest of the country, facilitating £25m in technology investments. Since its launch, the initiative has distributed £7.1m in matched funding, fuelling projects in sensors, robotics, 3D printing and artificial intelligence. The private sector has contributed an additional £18m, backing 379 transformative technology projects that are expected to generate 1,700 jobs and upskill 3,200 current roles.
“These technology projects will have a tremendous impact on individuals, businesses, the sector and society,” said Donna Edwards, director of the Made Smarter Adoption Programme in the Northwest.
“They will boost efficiency, productivity and growth, creating new jobs and upskilling existing roles, all while shifting the dial on creating a more sustainable approach to manufacturing.
“Alongside the hundreds who have already reaped the rewards of the adoption programme, we have now invested over £25m into the digital transformation of the sector.
“Celebrating milestones is important. It permits my fantastic team to take stock of the achievement and then commit to improving the services we offer to continue the Made Smarter mission.”
Kind Snacks on track with almond target
The US snack brand has reported ‘significant’ progress in its journey to source 100% of almonds from regenerative agriculture practices by 2030.
In collaboration with Wolfe’s Neck Center for Agriculture and the Environment, Kind has taken bold steps toward a sustainable future by supporting regenerative practices across its almond supply chain.
The new partnership with Wolfe’s Neck Center – which is backed by the USDA’s Climate-Smart Commodities Program – will unlock more than $300,000 to aid almond growers in adopting regenerative practices. This funding is pivotal in promoting soil health improvements through cover cropping, soil amendments and real-time monitoring: which obviously will help Kind ensure that 30% of its almond supply chain meets its sustainability targets by 2025.
Building on its pioneering Almond Acres Initiative, the snack producer – alongside its partner ofi (Olam Food Ingredients) – has nearly doubled its acreage dedicated to regenerative agriculture, expanding from 500 to nearly 1,000 acres in California. This includes testing practices in water-stressed areas, essential for adapting sustainable practices across varied climates.
“I’m energised by the significant strides we’ve made in our first year of research,” said Caitlin Birkholz, Kind’s sustainability impact manager for regenerative agriculture.
“Transparency and collaboration across multiple partners are essential to advancing regenerative agriculture. By openly sharing knowledge and working together, we can drive meaningful progress and build a more sustainable future for the industry.”
With agtech partnerships such as LandScan AI and Regrow Ag, the initiative is optimising real-time solutions and measuring carbon impacts, positioning Kind at the forefront of sustainable almond sourcing.
Finalists for Women Founders Pitch Competition revealed
A gut-friendly sourdough cracker brand is among the women-led finalists of Enthuse Foundation’s Sixth Annual Women Founders Pitch Competition.
This year’s finalists were chosen from over 320 applicants and include innovative women-led brands like Unbothered Foods by Morgan Murdock, based in Chicago.
The other finalists include Michelle Houston of To Be Honest Beverage Company (non-alcoholic hemp infused spirit alternatives); Cherissa Kell of Neotein (a patent-pending electrolyte and protein drink mix); Claire Matern of JONI (a verjus based sparkling non-alcoholic canned drink); and Suzanne Sinatra of Private Packs (therapy packs designed to relieve intimate discomfort).
The five standout founders – from the food, beverages and CPG industries – will compete for the $60,000 in rewards by pitching to a panel of esteemed judges, including Jack Edwards from illycaffè; Kat Hantas of 21Seeds; and Arion Long, past winner and founder of Femly. The pitch takes place in New York City on 14 November.
“With women receiving less than 2% of VC funding, this event is crucial to showcasing and supporting the visionary women leaders in CPG who are redefining the industry,” said Kim Lawton, CEO of Enthuse Marketing and cofounder of the Foundation.
“Our finalists are driving change and we’re thrilled to celebrate their vision and resilience.”
Added Enthuse’s chief people officer Kristy Snyder, “I can’t believe how much the event has evolved in six years that now we can distribute approximately $60,000 in cash and in-kind prizes in one evening in front of 200 people live in NYC and hundreds more watching globally. It’s really a testament to our community, board of directors and sponsors for their tireless support of championing women entrepreneurs.”
PepsiCo assembles elite Culinary Advisory Board
The Doritos and Quaker Oats maker has launched a new initiative to bring dynamic culinary perspectives to its portfolio through the first-ever PepsiCo Foods Culinary Advisory Board.
The diverse team of six culinary experts will partner with the snack giant to explore ways to reimagine classic favourites and introduce new experiences.
The Board blends expertise from a range of culinary arts and is comprised of six notable figures, including Chef Eric Adjepong, Food Network host, bestselling author and activist; culinary apparel entrepreneur, author and TV host Ellen Bennett; culinary scientist Ali Bouzari, cofounder of Pilot R&D; owner of multiple critically acclaimed restaurants, TV personality and chef Tiffany Derry; culinary leader Andrew ‘Kappy’ Kaplan, podcaster and EVP of Culinary Operations at Racel Ray; and Salt & Straw cofounder Tyler Malek. Together, these board members bring backgrounds in everything from Western African cuisine and culinary apparel to ice cream innovation, ensuring PepsiCo remains at the forefront of food culture.
“This dynamic Culinary Advisory Board has been instrumental behind the scenes, enhancing our brand strategy and culinary culture,” said Carolyn Braff, Culinary VP, PepsiCo Foods North America.
PepsiCo’s inhouse culinary team – which includes 10 full-time chefs and over 150 certified culinary scientists – will work closely with the Board to develop new products, expand flavours and align PepsiCo’s offerings with evolving food trends.
