World foods player Surya Foods has boosted its global snacking portfolio by acquiring bagged snacks brand Karma Bites.
The international food specialist has bought a “major stake” in the health-focused snack producer for an undisclosed sum.
Karma Bites produces a range of naturally flavoured, popped lotus seeds in five flavours: Himalayan pink salt, Peri-Peri, Wasabi, Caramel and Coconut & Vanilla.
Surya Foods said it planned to expand the brand with a swathe of NPD, to up its presence in the healthy eating arena, and use the contemporary design of the brand to pivot into mainstream markets.
The acquisition deepens Surya’s presence in the snacking category, having entered it in 2020 with a £2m investment in a snack factory at its Harwich site to make products under its Laila, Thai Dragon and Kingston brands and private label.
“We are pleased to have acquired a major stake in Karma Bites, which is a stylish contemporary brand with lots of mainstream potential,” said Harry Dulai, group CEO of Surya Foods.
“It aligns well with our plans to grow our snacking portfolio with several new launches in 2025. We continue to invest in the Harwich site to support our expansion plans and are committed to creating ‘better for you’ snacks that have an improved nutritional profile.”
Karma Bites founder Ashwin Ahuja added: “My grandma introduced me to the magic of popped lotus seeds. They have been a staple in my family for three generations, so I have experienced the benefits of these miracle seeds first-hand.
“Working alongside Surya Foods, my aspiration is to take Karma Bites on the next big step of its journey – to scale up production, distribution, enter multiple markets and expand the range.
“Karma Bites are a snack that truly deliver on health, taste and flavour. There is so much miscommunication around snack ingredients and health benefits. My passion has always been to create honest and authentic products, which deliver on taste and health in abundance.”
Karma Bites are currently available from Tesco, Ocado, Whole Foods Market, Planet Organic and Woolworths (Australia) among other retailers.
Surya Foods posted a 30% increase in revenue last year and now supplies almost half of the UK’s branded dry rice supply across its Laila, Salaam and Mai Thai brands.
It is also currently expanding its Harwich manufacturing site. It plans to open a 40-acre head office/distribution centre in Essex by 2026.
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