Nature of business

High-quality snack manufacturer specialising in premium tortilla chips.

Description of deal

NVM invested £3.5m development capital.

Growth strategy

To enhance manufacturing capability and product development to become a first choice supplier for tortilla chips to the UK grocery industry.

Under Calum’s directorship Union Snack grew considerably and was sold to Intersnack in 2007, generating impressive returns for NVM. He then joined forces with Michael Weatherhead and Lynn Saul to establish It’s All Good (IAG) in the North East of England.

The IAG management team has invested heavily in high quality production lines that are at the forefront of food technology. This has enabled the business to differentiate its snack products by using authentic quality ingredients, niche product formats and novel shape options.

IAG has gained a significant foothold in the own label tortilla chip segment of the snacks market. The team has also developed the new Pitta Chip concept, currently gaining momentum as an M&S branded product. IAG’s newly created premium tortilla chip brand, Manomasa, has hit over 350 highend independent retailers just nine months after launch.

In 2012, the UK bagged snacks market hit £2.7bn and is forecast to grow over the next five years. The market is strong as a result of the growing trend of people staying in and sharing snacks with others. IAG is focused on a unique, and relatively under-developed, sub-sector of the market targeted at a less price sensitive and more quality focused snack consumer.

IAG operates in a growing and robust market and has begun to secure new business with major grocery multiples. NVM’s funding will help IAG to become the ‘go to’ manufacturer for premium tortillas and other snacks.