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It’s a sweet deal

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Confectionery importer and wholesaler Innovative Bites has acquired Hancocks Holdings in a move which boosts its sales team  to more than 150 and expands its range to over 7,000 products.


The Hancocks Holdings acquisition is the latest in a line of expansions from Innovative Bites, which distributes brands including Twinkies, Warheads and Trolli , since the firm launched in 2008.
Vishal Madhu, founder and owner of Innovative Bites, said the acquisition of Hancocks, “aligns with our aspirations to significantly grow Innovative Bites’ scale in the UK and across Europe”.
“Our businesses are highly complementary and differentiated in our products, geography and approach, so we are hugely excited about our combined potential,” he said.
Exiting Hancocks chairman Mark Watson said the acquisition was “great for both businesses”.

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