Healthy snack bar manufacturer Wholebake grew unit sales 13.4% and weight of sales 16.4% over the past year while volumes across the wider UK snack bar category fell, according to new data from Nielsen.
Figures from Nielsen, the global measurement and data analytics company, show Wholebake-manufactured product delivered value sales growth of 18.4% over the 52 weeks reaching £158 million – more than four times the 4.3% value growth recorded across the wider UK branded snack bar category.
Over the same period, the category's unit and weight sales fell 0.4% and 2.4% respectively, as shoppers bought less overall. Wholebake moved the opposite way, growing unit sales 13.4% and weight of sales 16.4%.
The business expanded into a new 76,000 sq ft facility on Wrexham Industrial Estate, joining its existing sites in Corwen and Wrexham to give the company three operational locations across North Wales. The bespoke, food-grade factory, designed with dedicated production zones for more efficient workflows, robust allergen management and the flexibility to scale, has provided the additional capacity needed to support Wholebake's growing output, the firm said.
Investment in new high-speed production lines is already underway, with a focus on improving efficiency and broadening the range of product offerings.
John McMullen, Chief Executive Officer, said:
“The last 12 months have been a landmark period for Wholebake in every sense. Our Wrexham facility has transformed what we're capable of as a manufacturer, giving us the capacity, the flexibility and the operational efficiency to meet demand and continue growing. The Nielsen data speaks for itself, while unit and weight of sales across the broader category have fallen, Wholebake-manufactured product has continued to outperform. That's down to the investment we've made and the team delivering it every day.”
