Wholebake, a leading contract manufacturer of healthy snack bars, is investing £3 million in new high-speed production lines at its factories in North Wales. The company operates two manufacturing sites in Wrexham and one in nearby Corwen, collectively employing 425 staff.
Investment Boosts Production Capacity
The investment will introduce two new high-speed production lines later this year, capable of running at 360 bars per minute compared with 120 on existing lines—a threefold increase in output. The new lines add capacity on top of current production rather than replacing it, providing customers with room to grow. To support the expansion, Wholebake is recruiting 15 skilled operators and engineers.
Market Growth in Healthy Snacking
According to recent data from NIQ EPOS, the total cereal bars market in the UK is now worth £819 million, having grown 3% over the past year. Protein bars account for £261 million of that, achieving year-on-year growth of 8.3% and representing 83% of the category's value growth.
CEO Comments on Changing Snacking Habits
John McMullen, chief executive of Wholebake, said: “The way Britain snacks is undergoing a structural shift. People aren’t snacking more, they’re snacking better, trading traditional confectionery for healthier alternatives made with ingredients they recognise. The data makes clear this is not a passing fad but a lasting change in behaviour, and one where consumers are willing to pay more for snacks that fit their lifestyle.
“As a manufacturer, our job is to help brands and retailers keep pace with that demand. That’s exactly why we’re investing in new high-speed production lines this year, to give our customers the capacity, quality and flexibility they need to grow in one of the fastest-moving parts of the food industry.”
Company Background
Wholebake has spent more than 25 years building expertise in healthy snacking, and McMullen noted that the shift in consumer habits over that timeframe has been monumental. The company has been backed by private equity firm Elysian Capital since its investment in 2021.
