Forest Feast snacks acquires Just Live A Little Granola

Forest Feast snacks acquires Just Live A Little Granola

The Live Just A Little Granola brand will join Kestrel Food’s award-winning portfolio of Forest Feast, ACTI-SNACK and Private Label to continue its growth within the plant-based arena.

The Just Live a Little brand was founded in 2012 by David and Jill Crawford, who began making and selling artisan granola at local markets.

The granolas became a firm favourite in homes, hotels, and cafes across the country, and the brand has continued to flourish, with listings in Waitrose, Ocado, Tesco NI, as well as many Fine Food retailers. The range includes healthier non-HFSS granola such as Whole Almond Granola, Low Sugar Coconut & Chia Granola, and Bramley Apple & Cinnamon Granola.

The deal is expected to enable Kestrel Foods to offer delicious and healthier crafted products across more categories, and it signals the business’s ongoing commitment to becoming an innovative leader in the plant-based snacking market.

Over the last 24 years, Kestrel Foods has seen impressive and consistent annual sales growth, continuously adapting to changing markets, and pioneering new products, processes, and technology.

The business has recently invested £2.8m in its world class manufacturing facility, which now employs 80 people at its headquarters in Portadown, Co. Armagh.

Michael Hall, owner and MD of Kestrel Foods said, “The acquisition of the Just Live a Little brand is aligned to our ambition of creating an innovative snacking and granola business with a strong portfolio of brands, brilliant products, and world class capability. We are delighted to have the opportunity to build on the legacy of the Just Live a Little brand for wholesome artisan granola and snacks.”

Kestrel Foods own flagship brand, Forest Feast, has fared extremely well throughout the pandemic with retail sales +26% YoY. Known for its high quality, crafted snacks that are both tasty and better for you, Forest Feast has recently launched ranges of Slow Roasted & Seasoned Nuts, Belgian Chocolate Coated Nuts and Chocolate Coated Dried Fruit.